I often point out marketers who do not get it. However, I have to admit that I would much rather point out innovators and brands that I admire and think we can all learn from. Nike is one of them and it starts with their mission statement. The Nike mission statement is to bring inspiration and innovation to every athlete (anyone who has a body) and help improve their lives and reach their potential. Nike has created innovations with their physical products since the beginning but now they are creating digital success through the Nike Plus Apple iPod and Nike iD. The merging of the digital and physical world for Nike and the 360 Degree Brand Marketing focus on improving the lives of the consumer has changed running forever.
A sensor in your Nike shoe wirelessly talks to your iPod as you run and you can hear your pace, time, distance and calories burned while you run through your headphones. You can download your runs on NikePlus.com, set your goals, check progress, challenge friends and interact with runners from all over the world. You can even share your music and running routes. The physical world of running and Nike products is now enhanced with the digital social network experience. In 2007 I attended the Cannes Lions Interational Advertising Festival where Nike was awarded a Gold Cyber Lions and a Titanium Lions recognizing Nike Plus as one of the world's top interactive marketing and integrated advertising campaigns.
Nike iD also improves the physical experience with the digital ability to custom design your shoes,
and equipment by selecting the materials, colors, and features. You can visit the NikeTown store or go online to customize through Nike iD and have your order shipped directly to your home. The success of Nike digital and innovation points the way towards success for other companies. Do you have examples of other companies that have supported their mission and enhanced the physical experience through digital? Are there digital ideas that you would like to see enhance the physical experience of your favorite brands?
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