Nike’s #makeitcount Campaign – The power of the brand and social media

The world’s biggest sporting brand has launched it’s annual campaign driven by the force of social media. All athletes, including runners have been asked to tell Nike and the rest of the world how they are going to “make 2013 count”. The campaign, endorsed by a number of Olympic and world athletes and titled with the infamous Twitter hashtag has attracted thousands to sign up. Motivational images such as the ones below are leading the movement to encourage athletes to sign up and connect with the rest of the world about their sporting goal for the next 12 months.

Take a look to see how the running community got together in New York for #makeitcount 2012 last year (how I would’ve loved to have been there!). It portrays so well the power of the Nike brand and as well how social media in isolation has it’s own power to bring people with similar interests together.

The#makeitcount campaign doesn’t just involve athletes to pledge their sporting goals for this year, it gives a general message of doing something more active with your life. This has been introduced to coincide with the release of the Nike+ fuel band which retails at around £129 and basically tracks how “fuelled” up you are on activity (and adrenalin). Take a look at this amazing video, made by Casey Neistate, an American film producer about how he is making this year count:

(My heart literally stopped when he jumped from that waterfall)

Casey’s video which is full of energy and motivation is exactly the kind of marketing Nike have so successfully involved themselves with. Marketing and positioning of a brand has become ever more essential in the age of the social media revolution and the citizen journalist. Making their brand about people and experiences and allowing them to share those in a world wide community rather than another dreary product focused advertising campaign is something Nike has perfected over the past decade.

Few more #makeitcount pacts from Nike’s Facebook page:

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However, Nike have not lost sight of the importance of high quality products and the way these are marketed and released has also proven vital to their success. The introduction of their Nike Free trainer just as the phenomenon of minimal and barefoot running started to take off is a clever and successful move.

They have managed to consistently make their profits rise year on year – they recorded a $24.1 billion revenue in 2012 and adapting their products to fall in line with changing trends and fashion has proven to be the magical formula to ensure this keeps happening. How even after thirty years and in a global economic downturn, people continue buying Nike gear and everyone wants to be seen in it is a massive achievement. And I don’t see it changing any time soon. Bravo Nike.
Will you be #makingitcount this year?

Happy Running.

K

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