Marketing mileage: a Nike case study

Nike’s latest marketing achievement in Southeast Asia demonstrates the absolute power of a great idea, says Logan Wedgwood.

This month, I want to talk about marketing mileage. 
But first: imagine you are standing on a race track, your running shoes on and your toe pressed against the white chalk line. Your eyes are raised to the horizon, your knees are bent and your soles are grinding against the ground. You’re ready to launch. You run. 
As you cross the finish line, you check your time. It’s your best yet. 
You stand at the chalk line again. Now you want to do better. The best version of yourself is staring back at you, taunting you, daring you to try. You’re racing against your best self; you need to be better.
This is Nike’s latest marketing achievement, and it’s a beauty.
The ‘Unlimited Stadium’ that the brand has created in Manila, in the Philippines, is a perfect meeting of technology and marketing to create a consumer experience that invites maximum engagement. 
Nike has created a running track where continuous LED screens create an avatar that encourages runners to race against their digital self. It takes up an entire city block and its footprint is, quite literally, exactly that – in the shape of Nike’s LunarEpic running shoe. Unquestionably, the track is having a massive impact and is already travelling the world digitally. 
But that’s not all; it speaks to the core of bettering oneself. Just do it.
Such is the power of a great idea. 
A great idea can outgrow your marketing expenditure. In fact, I estimate that this Nike campaign will get upwards of 15 years of marketing mileage. It will be studied by thousands of students for years and it will be held up as an example that deems other brand’s attempts at an interactive experience as copycats. 
Everyone that walks past the ‘Nike block’ will remember it, even when it is long gone. Records will be broken there.

Marketing mileage
What Nike got right was the combination of technology with a brilliant marketing idea and, when a brand, a brilliant idea and a well-executed campaign come together, you get marketing mileage. Which equals more bang for buck; further reach at a reduced cost.
Technology can be used to enhance a great idea and, in the case of the running track, it was a great visual achievement. But this wasn’t the only piece that technology enabled; technology also helped this campaign travel the world in a matter of days. 
Such is the power of a great idea.
This was a bold move from Nike and the up-front expense would have been enough to make anyone’s eyes water. That said, I estimate their return will be ten-fold. 
When a brand understands what drives their target market – who they are and what they stand for – they are able to connect in a genuine and fundamental way, at that core level of “this is what I believe!”.” 
At that point, it isn’t just an exchange of money for a product; it’s an exchange of value for the feeling of being understood. It’s finding the right fit, connecting. Speaking to the individual within an entire population.
As opposed to technology for the sake of it, or particular channels or touchpoints because you feel you should, consider what your customers believe – and how you can speak to this on an individual level. 
And let that be your guide. 

Logan Wedgwood is an Auckland-based management consultant specialising in marketing and sales.