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Japan is in the midst of an unprecedented boom in running, with citizen’s marathons like the Tokyo marathon flourishing nationwide. Nike decided to ride this wave, and introduced it’s new brand communication slogan: “Run 42; Enjoy full marathon”
The website for the campaign centered on information and services catered to the general runner. Furthermore, on November 10th, the site was redesigned to simplify the user interface, maximize appeal, and drive home the Nike brand-name.
Information and services were advertised on the second page in from the main page using images similar to TV commercials, designed for fast recognition and understanding.
As a result, in addition to a jump in page views, unique site visitors increased by over 50%, and the Nike page became a hot topic on blogs and discussion boards throughout the Web.
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Webpage contents are sorted according to running ability or Nike’s newest technology. Moreover, Nike was able to measure marketing effectiveness by linking a database to the site and utilizing this information. |
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The site also featured race training and preparation resources for first-timers in the Honolulu Marathon, complete with a training timeline for the final month before the marathon.
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A pace calculator enables runners to pace themselves according to their goal-time. Honolulu Marathon participants each received a pace-calculator that also incorporates gradient information of the course. On the day of the race, NIKE also provided special bracelets and a wide variety of support to the runners.
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Through a series of simple questions, runners were advised on their goal time and running strategy. Nike further supplemented this advice with information on which Nike shoes and other products would be most advantageous for the runner.
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Runners were able to download preparation guides based on their individual goal time, which contained information like recommendations on form to weekly training schedules. Moreover, runners could download training schedules tailored to their individual goals and abilities. |
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