Digital Presentation: Nike+ Running APP

LU LIUID: 27924424MA: Global Media ManagementCourse: Design one

30 seconds

Nike+ Running

A running device that tracks people’s running statistics (Nikenews, 2015)

Gathering people in an online community that encourages motivation, competition and improvement (Nikenews, 2015)

(Screencapture of Nike+ Running website)

1 minute and 30 seconds

Marketing and branding Outdo you in 2015 with Nike+, Chicago

version

https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1FDd0bOi57b3MYXo2PD6t2v&index=2 Communicate: Motivation& having a sporty resolution for new year Highlight the achievements in 2014 and offer a look forward to 2015 Specialized: location, weather, movement dataPromoted on Nike’s Facebook page and Twitter page

30 seconds

Marketing and branding #MAKEITCOUNT – resolution of making outstanding

achievements

the hashtag on Twitter, Instagram and Pinterest

Fearuring Mo Farah,at the most Intense moment during Running

athlete’s pledge

athlete’s Twitter

(photo by Hinton, 2012)Sauce: http://www.postano.com/blog/6-cross-platform-hashtag-marketing-campaigns

Online: promoting the hashtag on social media Offline: The poster was available in the Nike store in London in 2013.

I minute and 50 seconds

Technological affordances Nike+ for Android review

https://www.youtube.com/watch?v=2CtT_9tHWYw

Please watch from 00:10 to 2:00

30 seconds

User experiences

People enjoy sharing their running records from Nike+ Running on

social media Comments on Nike+ Running

on ITunes (both English and Chinese sites)

Some users have complained the GPS mapping is inaccurate

Sometimes hard to log in No Chinese audio feedback Can not share running achievements on

Wechat

Nike+ logo

Running data

(Screencapture of a tweet)

Themes and argument

Applying participatory culture into the branding strategies

Culture shapes technology and technology causes culture as well (Toffler, 1980)

20 seconds

References Blakley, J. (2013). 6 Cross-Platform Hashtag Marketing Campaigns.

Postano. Available at: http://www.postano.com/blog/6-cross-platform-hashtag-marketing-campaigns [Accessed 4 Jan. 2016].

Nike (2014). Chicago, Outdo you in 2015 with Nike+. YouTube. Available at: https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1FDd0bOi57b3MYXo2PD6t2v&index=2 [Accessed 4 Jan. 2016].

Nikenews (2015). NIKE+ EVOLUTION OFFERS ATHLETES MORE BENEFITS, MORE INSPIRATION. Nike News. Available at: http://news.nike.com/news/nike-evolution-offers-athletes-more-benefits-more-inspiration [Accessed 4 Jan. 2016].

Toffler, A. (1980). The third wave. New York: Morrow. TrustMacintosh (2012). Nike Plus for Android Review. YouTube.

Available at: https://www.youtube.com/watch?v=2CtT_9tHWYw [Accessed 4 Jan. 2016].