Nike: True City

Nike is a company that knows how to trigger you again and again with their marketing campaigns. On the television your attention is getting dragged to how people Hurt themself and online you get confronted with the brand at exactly the right time and place.



In line with the writing above, Nike launched a new application for the iPhone. With this application some different cities are shown troughout the eyes of some Nike-'experts' (Amsterdam is for example, shown by Nalden) but you can also upload your own point of view of the city. The experts will show you the hottest spots and events of the city. The cool and smart thing about it is that people create their own little community with nike addicts and feel connected with the brand. The application is about making people aware of new products and events but also contains a QR-reader (QR=Quick Reaction), which means that you can make a photo of a QR-code somewhere which immediately will lead you to the specific URL. Of course is the application launched together with a new shoe collection (each colors are limited and only available in the cities from the application).

This is in my opinion a good example of how companies can use social media to extend their marketing reach. It is a relative cheap and exciting way of communicating and make people feel connected with a brand. They use the Internet in an optimal way by triggering the consumer to download the application and create a vibe where it is cool to be a part of such a community. Well.... if Tilburg was one of the cities available in the application, I would be a member too :)