A couple of highlights that quickly spring to mind, include:
- the bluetooth marketing campaign they were running (at least) in Nike Town, London in 2006, where people were invited to turn on bluetooth on their mobile phones in order to receive videos and other promotional multimedia content,
- the NIKEiD campaign in 2007, that allowed the public to design their own trainers, with their photo, shoe and a line written by them, appearing in near-real-time in NikeTown, on the NIKEiD website and on cube installations on the streets of London. The NIKEiD street cubes also provided studio appointments via Bluetooth, in order to reach a wider audience.
This might not be the most useful app ever, but I know people who would (and do) pay to get a live score service on their mobile phone, and now they can get that for free! A great mobile marketing example from Nike, who offer a useful service to drive adoption of the application by mobile users, bundled with their marketing message.
It’s great to see new and interesting mobile marketing campaigns from Nike. It’s these companies that, with their adoption of the mobile marketing approach, drive the market, leading us to hope for a more promising (mobile-marketing-wise) 2009.