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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13 Comments

  1. […] we are not labelling Nike as an evil corporation or any related terms.  But after learning of Nike’s new marketing strategy for Mexico, one cannot help but think that its upper management is living very far from the realities of those […]

  2. […] Social Commerce Today. jQuery(document).ready(function($) { window.setTimeout('loadBuffer_2676()',1000); }); function […]

  3. […] (資料來源:socialcommercetoday;圖片截自 subastadekilometros) __spr_config={pid:'4f193c32396cef46ec0000c4',title:'Nike 行銷活動新手法,用你的里程數來競標吧!',ckw:'Nike,品牌形象,競標,行銷,運動 app',chan:'',no_slide:'',slide_logo:true,pub:'2012-05-10 06:58:28',url:'http%3A%2F%2Ftechorange.com%2F2012%2F05%2F10%2Fnike-social-commerce-pay-with-sweat-not-money-screenshots%2F',header:'再讀一篇吧'};var content=document.getElementById('simplereach-slide-tag').parentNode,loc;if(content.className){loc='.'+content.className;} if(content.id){loc='#'+content.id;} __spr_config.loc=loc||content;(function(){var s=document.createElement('script');s.async=true;s.type='text/javascript';s.src=document.location.protocol+'//d8rk54i4mohrb.cloudfront.net/js/slide.js';__spr_config.css='document.location.protocol + ' var tg=document.getElementsByTagName('head')[0];if(!tg){tg=document.getElementsByTagName('body')[0];} if(tg){tg.appendChild(s);}})(); google_ad_client="ca-pub-5797932843412464";google_ad_channel="9080243788";google_ad_width=620;google_ad_height=60;google_ui_version=1;google_color_link="#F16522";google_color_text="#666"; 延伸閱讀 Grindstone 2 免費時間管理軟體,專案任務規劃與進度追蹤計時器 2011-03-24 […]

  4. May 10, 2012
    Reply

    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.

  5. […] Mexico have a wonderfully social commerce campaign where instead of paying for new trainers with money, you can bid for them with miles (or kilometers) you’ve run and recorded in your Nike+ trainers. You can only bid with miles run […]

  6. […] Watch the short video below about the campaign or read case study here. […]

  7. September 13, 2012
    Reply

    […] Nike Social Commerce: Pay with Sweat not Money [Screenshots …May 9, 2012 … Selling is not always about sales – it can also be about building your brand (your ability to extract margin by creating choice-shaping … […]

  8. […] brand Nike launches a Facebook shopping app that allows people to pay with Nike points earned through […]

  9. […] Nike in Mexico. Their ‘pay with your sweat’ campaign got customers to bid for trainers on the Nike Facebook page with their real-world sweat as […]

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