Utilising the world wide reach of social networking, and inexpensive and growing imc tool, Nike has introduced their campaign via Facebook. Nike is offering its action sports consumers the chance to enter a competition as part of their chosen campaign to win the following:
- 7 - day International trip with an industry leading film crew and the chance to compete with professional skaters, surfers or bikers.
- An invite to an industry event, with VIP status
- Cash prize of up to $40,000
- An action sports apparel package
- Video release of their tour
The competition closes on the 7th of august and consumer must enter a video or their crew in their given action sport in action. Of course the competition is part of a cleverly thought out IMC strategy. To enter, the consumer must firstly "like" Nikes Facebook page, from there they must register with the Nike website, entering personal data that can later be used in Nike CRM.
The competition then encourages entrants to create "buzz" about their video (via Facebook page" to get people to like it, creation more visits and more exposure for Nike action sports. A marketing public relations campaign, that leads to a viral marketing affect creating credibility and likability for Nike.
Nikes vice president for global brand marketing advised that "Facebook is the premier partner and platform to use globally that has the biggest global reach". (Vega, 2011)
T, Vega, 2011. ' Nikes tries to enter the niche sports it has missed'. Available: http://www.nytimes.com/2011/06/02/business/media/02adco.html?pagewanted=all (accessed july, 2011)
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