2011 SAMMY Award Finalist, Best Social/Mobile Integrated Campaign: R/GA for Nike+
publication date: Aug 30, 2011
Best Social/Mobile Integrated Campaign: R/GA for Nike+
Agency: R/GA Brand: Nike+ Campaign Brief: Since the launch and success of Nike+, Nike’s vision has always been to evolve the platform. We were challenged to create an experience that was technologically breakthrough, yet simple and intuitive to use, all while innovating and pushing the Nike+ platform forward. The Nike+ platform is now a completely new product, technology, and experience. Introducing the Nike+ GPS app: Now, runners can join the world’s largest running club by simply downloading the app, whether laced in Nike shoes or not. Through the app, Nike+ is in your pocket, ready for a run anytime. Running outdoors, GPS tracks your run—indoors, the accelerometer detects movement. The “Get Cheers” feature provides motivation through Facebook. Any friend who “likes” or comments on your Facebook status gives you an audible “cheer” via your headphones. When you finish a run, celebs like Tracy Morgan and Lance Armstrong give props based on your performance. A color-coded heat map gives a snapshot of your run, breaking down your pace and distance. The app instantly uploads your run to Nike+, where you can review your runs, set and manage goals, and challenge others. The Nike+ GPS App was a success with both runners and critics alike. The Nike+ GPS app was included in the 2010 iTunes Hall of Fame, was ranked number 1 in the Health &Fitness category, and number 2 in the iTunes App Store: Top Grossing App category, behind the almighty Angry Birds. Time magazine included the Nike + GPS in its top 10 iPhone Apps of 2010. Fast Company said of the app, “Nike+ GPS App for iPhone challenges all Fitness App Rivals. Your Creative:
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