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.
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.