For all those who adore NIKE......
What is amazing about this is that there has not been any kind of Advertising done for the introduction of a great concept like this...
So what do we infer...???? Is it really important to advertise??? Or great products sell by themselves... It is almost impossible to crack this one, ist's it???
Waiting for ur responses guys!!!
There may be no traditional advertising at work, but NIKE has done a good job at utilizing social media and UGC to generate awareness through buzz marketing. It has also piggy-backed on iPhone users to gain eye-share.
ReplyDeleteThere would have been a basic bit of introduction for this set off by NIKE itself. However, NIKE may be riding off of the popularity of the Apple iPhone and its customer loyalty + level of involvement to serve as a means of indirect advertising if you will. i.e. because iPhone customers are quite proactive at seeking new applications for their phones and updating them regularly, they are bound to come across the NIKE feature.
Ofcourse kudos to NIKEGoal for being a satisfyingly brilliant application, but reverting back to iPhone loyalists and capabilities, they do have a sense of community (existence of a subculture) that makes them identify with other iPhoner's and also they are technologically savvy enough to share this through UGC.
Food for thought.... its advertising plain and simple, just under the radar. Your eye (and perceptions) will decide what you see.