The 'Nike Speed Drops' Promotion Surprised Fans with Golden Cleats
Katherine Pendrill — May 6, 2016 — Marketing
While most companies spent the Super Bowl season trying to outdo one another with flashy commercials, Nike chose to get up close and personal with its fans by launching its 'Nike Speed Drops' promotion.
With help from the agency R/GA, Nike sent three luxury vehicles to the homes of Nike+ members in San Francisco. The vehicles carried legendary athletes such as Todd Gurley, Chris Ivory and Latavius Murray, who then presented each super fan with two pairs of Nike shoes. The kicks in question were the Vapor Untouchable 2 cleats and a limited-edition pair of Air Force 1 Precious Metal sneakers. As one would expect, the stunt proved to be a hit among many Nike+ members.
The Nike Speed Drops promotion demonstrates how brands can reach consumers on a more personal level by directly interacting with and rewarding those who have proven to be loyal customers.
With help from the agency R/GA, Nike sent three luxury vehicles to the homes of Nike+ members in San Francisco. The vehicles carried legendary athletes such as Todd Gurley, Chris Ivory and Latavius Murray, who then presented each super fan with two pairs of Nike shoes. The kicks in question were the Vapor Untouchable 2 cleats and a limited-edition pair of Air Force 1 Precious Metal sneakers. As one would expect, the stunt proved to be a hit among many Nike+ members.
The Nike Speed Drops promotion demonstrates how brands can reach consumers on a more personal level by directly interacting with and rewarding those who have proven to be loyal customers.
Trend Themes
1. Personalized Brand Interactions - The Nike Speed Drops promotion showcases the potential of brands to engage with customers on a more personal level through direct interactions.
2. Surprise and Delight Marketing - The 'Nike Speed Drops' promotion illustrates the power of surprising and delighting customers with unexpected giveaways and experiences.
3. Fan Engagement Strategies - Nike's 'Nike Speed Drops' promotion highlights the effectiveness of engaging with fans in unique ways, fostering brand loyalty and excitement.
Industry Implications
1. Sports Apparel - The sports apparel industry can leverage surprise footwear giveaways as a disruptive innovation opportunity to enhance customer engagement and loyalty.
2. Athletic Footwear - In the athletic footwear industry, surprise giveaways like Nike's 'Nike Speed Drops' can create buzz, drive sales, and cultivate a passionate customer base.
3. Digital Marketing - Digital marketing agencies can explore surprise and delight strategies like the 'Nike Speed Drops' promotion to help brands connect with customers on a more personal level and generate positive brand sentiment.
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