Pay With Sweat Not Money

Pay With Sweat Not Money

The clever people at Nike Mexico have found an interesting new way to promote their sneakers. Focusing on their long-standing connection with exercise and competition, Nike offers fans the ability to bid on sneakers based on how much they’ve been running.  Using the Nike+ app which tracks the number of km’s run, fans connect to a Facebook app and bid on a pair of sneakers. Bids are based on how much a user has run in the last 15 days. Outbid? No problem. Just run more km’s and re-bid.

Pay With Sweat Not Money

I’m loving this idea because more than anything, it brings the Nike brand message to life. It really speaks to the Nike advocates – the people who live and breathe exercise, energy and competition. By rewarding those using the Nike+ app, Nike nurtures advocacy –  garnering further support and reinvigorating the passion and drive that comes with being a fan. The campaign also reinforces #makeitcount – Nike’s brand initiative, coming full circle to create a holistic and well-rounded project.

 

Marni Nemeny

About Marni Nemeny

Marni is a Business Director at Contagious. Marni Likes: reading restaurant reviews, creative brainstorms, Pictionary and keeping things simple Marni Doesn't Like: stop-overs, being bored, missing out on the NEXT BIG THING, yoghurt covered sultanas
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