Paul M. Banas on Consumer Insights, Marketing Research, and the Digital Media Landscape
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Nike and Engagement Advertising

One of the biggest buzzwords in advertising over the past year or so is engagement, and this is especially true for digital advertising. Engagement in advertising relates to an ads ability to foster some form of interaction with a consumer, either with the ad itself or with other consumers in a branded environment.

The theory being that if a brand engages with a consumer in a meaningful way, they are more likely to develop strong emotional bonds with the product or service, which is something that doesn’t happen when a consumer mutely watches or reads a traditional form of advertising.

One of the best examples of engagement advertising today is what Nike is doing with Nike+ and social networking. Nike+ is a small sensor in running shoes that connects to an Apple iPod. After a run, the runner docks his iPod into his computer and uploads details about his run to a social networking site run by Nike, where the runner can then interact with other runners, get encouragement, and provide advice to others.nike_logo_sm.jpg
All of this in a Nike branded environment.

This program has been such a success for Nike, that it is shifting its media weight from traditional, non-engaging forms of media such as TV, to programs such as Nike+. In this article from the New York Times, Nike marketing VP Trevor Edwards bluntly states:

”We’re not in the business of keeping the media companies alive,” Mr. Edwards says he tells many media executives. ”We’re in the business of connecting with consumers.”

And Nike+ seems to be a very effective way to do just that.

2 comments

1 robojiannis { 01.17.08 at 9:08 am }

I always wondered want this nike thing was on my ipod, but never sat to look it up. Fascinating.
It seems social networks are here to stay. Even television (and other mass media) starts getting into the 2.0 business.
Lets see if this transition of mass media to small media, will also transform the structure of small media as we know them.
Kind of scary, if you think about it…

2 Paul M. Banas { 01.17.08 at 6:26 pm }

The transition from big to small media will not be as rapid or as complete as some may think. Small media is harder to do, stemming from the fact advertisers need to think about 100+ points of contact, where they used to think about only 2 or 3.

PMB

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