Nike Mexico's 'Subasta de Kilometros' Turns Jogging Distance Into Currency
Katherinev123 — July 12, 2012 — Marketing
References: apps.facebook & springwise
Nike Mexico has just launched an engaging campaign on Facebook called 'Subasta de Kilometros' that gamifies the running experience. Now, people who love pounding the pavement can get rewarded for their avid exercise, as Subasta de Kilometros turns the distance you run into currency that can be used in auctions.
Once you have the Nike+ running app downloaded so that you can keep track of your running distance, time and pace, you just log into the Facebook app to start bidding on items in the Auction of the Week (or 'Subasta de la Semana'). Essentially, the number of kilometers you've run in the previous seven days equals the amount of money you can spend in the auction. Each of the items have a specified minimum kilometer "price tag," and bidders must have at least that amount to start bidding. Whoever bids the highest number of kilometers wins the auction.
Once you have the Nike+ running app downloaded so that you can keep track of your running distance, time and pace, you just log into the Facebook app to start bidding on items in the Auction of the Week (or 'Subasta de la Semana'). Essentially, the number of kilometers you've run in the previous seven days equals the amount of money you can spend in the auction. Each of the items have a specified minimum kilometer "price tag," and bidders must have at least that amount to start bidding. Whoever bids the highest number of kilometers wins the auction.
Trend Themes
1. Gamified Fitness Tracking - Opportunity for fitness brands to gamify fitness tracking as an incentive for customers to exercise regularly.
2. Virtual Auctions - Opportunity for e-commerce companies to incorporate virtual auctions and incentivise participation through unique rewards and targeted ad campaigns.
3. Merging Social Media, Fitness, and E-commerce - Opportunity for companies to create a seamless platform where customers can log fitness data, share with friends on social media and bid on e-commerce products.
Industry Implications
1. Fitness Technology - Fitness technology companies can gain a competitive advantage by developing platforms that incorporate gamification, incentivizing customers to record and share fitness data.
2. E-commerce - E-commerce companies looking to attract a younger generation can incorporate new and innovative ways of customer engagement like virtual auctions.
3. Social Media Platforms - Social media platforms can expand their current service offerings and better engage users through incorporating fitness or health tracking with e-commerce and incentivizing users with unique rewards.
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