This summer Nike is featuring their relatively new product, the Fuel Band in a completely different way. They have released a campaign that takes place over the 12 weeks of summer in New York City, designated only to Fuel Band users. Through their twitter page @NikeNYC different promotions, giveaways, and exclusives will be posted exclusively for individuals with the Fuel Band living in or around the New York City area. The idea behind the campaign is to both promote their product, but also the use of the product’s services. Many of the listed exclusives on the twitter page correlate with how high an individual’s fuel band number is, promoting the whole idea around “practice makes perfect”.
Why I’m Curious:
I’m curious how this campaign will actually do, they’ve limited the area to New York City as oppose to different locations throughout the country, or even world. I also wonder if these exclusives will drive higher ROIs on Fuel Band purchases, for the mere fact that the whole curse of FOMO (fear of missing out) is currently out there. It was a smart campaign for Nike to think of and in terms of an out-of-home experiences, this summer long (12 week) campaign gives amply opportunity for everyone to get involved.