Consumer Psychology for a Digital Age

Nike Social Commerce: Pay with Sweat not Money [Screenshots]

Selling is not always about sales – it can also be about building your brand (your ability to extract margin by creating choice-shaping associations in the mind of the consumer).

To this end, here’s a brilliant social commerce campaign from Nike Mexico and JWT (thanks to Contagious Magazine‘s Ed White for the heads up).

Head over to the Nike Facebook page for the #makeitcount Nike+ auction (subasta), and you can bid for new Nike sneakers with miles (kilometres actually) that you’ve run and recorded to your Nike+ app.  You can only bid with miles run during each 15 day auction period.  If you’re outbid you can rebid by adding more miles (if you run them).

We love it, the social commerce campaign reinforces the Nike brand user image of competitive sports people, reinforces the Nike brand campaign #makeitcount (and the audacious attempt to brand and own ‘energy’ with the new Nike+ fuelband), and reinforces the brand itself that’s built on selling performance not shoes.

As we’ve suggested before – selling is not only about sales – and selling with social media, social commerce, can be as much about branding (that pays for itself – self-funding branding) as it is shifting stock. Could you run an auction in social media designed to build your image?

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Today’s article is sponsored by Milyoni: The Leader in Social Entertainment

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Comments (13):

  1. Gideon Lask

    May 10, 2012 at 10:59

    The concept here is a fantastic idea – Nike has demonstrated a genuine understanding of its core customers, who are passionate about sport and like a goal to work towards – something which is far too rare from brands right now. This understanding is key to social commerce and the approach I’ve always been a fan of – show your customers you care about their needs and reward them for their passion. It’s what we’re doing at BuyaPowa, finding a way for any brand to really engage with people. Not enough brands realise they can do this without having to spend a huge amount of money on reinventing their whole approach to social commerce with a bespoke agency. Our approach is simple and allows brands to reward customers in an easy but highly effective way. I firmly believe more brands can benefit from giving back to their community, and can do so without an overly complicated or costly campaign.

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