I chanced on this older feature from Ad Week listing the Top Digital Campaigns of the Decade. Amazing how something like the BMW Films from 2001 is still remembered and is still being talked about.
Nike has always had a remarkable digital presence, and the success of its running shoe and the integration of digital and real world to create a sticky customer experience is remarkable. Here's the featurette from Ad Week:
Digital Campaign of the Decade
Nike Plus
If there was a knock against Nike Plus from the ad world, it was what it wasn't: an ad. Which was, of course, the point. Created in 2006, it defined how a brand can build a self-sustaining platform by giving customers an easy tool—a chip in their shoe that connects to their iPod music player—to track and share their training progress. Nike Plus takes "Just do it" and actually helps runners get it done. Since its launch, Nike Plus runners have logged more than 100 million miles—enough for more than 400 roundtrips to the moon. It's little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008. Along the way it created something for brands to aspire to: a product experience that reinforces the brand message. —Brian Morrissey
Adweek also encloses the results of their Reader Poll. Proving that they are no populist, Nike Plus only scored 6% of the votes, scoring only #7 on their Reader's minds. Each of these campaigns deserve a case study on their own and make their way easily into the latest slew of digital marketing or "Marketing to the next generation" books.
Nike has always had a remarkable digital presence, and the success of its running shoe and the integration of digital and real world to create a sticky customer experience is remarkable. Here's the featurette from Ad Week:
Digital Campaign of the Decade
Nike Plus
If there was a knock against Nike Plus from the ad world, it was what it wasn't: an ad. Which was, of course, the point. Created in 2006, it defined how a brand can build a self-sustaining platform by giving customers an easy tool—a chip in their shoe that connects to their iPod music player—to track and share their training progress. Nike Plus takes "Just do it" and actually helps runners get it done. Since its launch, Nike Plus runners have logged more than 100 million miles—enough for more than 400 roundtrips to the moon. It's little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008. Along the way it created something for brands to aspire to: a product experience that reinforces the brand message. —Brian Morrissey
Adweek also encloses the results of their Reader Poll. Proving that they are no populist, Nike Plus only scored 6% of the votes, scoring only #7 on their Reader's minds. Each of these campaigns deserve a case study on their own and make their way easily into the latest slew of digital marketing or "Marketing to the next generation" books.
Top of the charts? Burger King's Subservient Chicken, which is a campaign that's definitely worth checking out in a future blog posting.
Of course, BMW Films scores high as well, coming in at 2nd place (tied with Will.i.am's Yes We Can for Obama).
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