How Nike Uses Experience Marketing to Generate Brand Awareness

It’s no secret that Nike created its own market within the footwear industry. The ‘Just Do It’ motto is recognized around the world. Nike’s sleek, effective designs and products are desired by all ages. Their most recent project is not only memorable; it’s impossible to miss. Nike understands that its brand is much more than just a clothing line, it is an experience.

Nike used this line of thinking when launching its new LunarEpic sneaker. Rather than running an ad campaign or creating a television spot, Nike installed a giant ‘footprint’ in highly trafficked area of Manila, Singapore. Designed to enhance the shoe launch experience, Nike created a stadium intended to push runners out of their comfort zone. This large-scale LED running track, made in an exact replica of the LunarEpic shoeprint, engulfed an entire city block. The 200 meter-track is lined with LED screens that create personal avatars of runners after their first lap. After your first lap, the avatar appeared on the screen and runners can then race themselves, find their pace, or use the avatar to push themselves.

Once again, Nike displayed an outstanding example of providing an experience. As a runner, I would love to experience this stadium. I always find it boring just racing my watch, and I don’t always have a friend that’s available to run with.

The Nike brand really believes in physical exercise and how consumers use its products, and this experience proves that. Instead of just releasing advertisements, Nike created a memorable experience for its audience. This is how Nike stays at the top of not just the footwear industry, but the athletic wear industry as well. Nike is one of the world’s top brands for a reason.

What we can learn from this

When done well, an experience is unforgettable. Consumers see hundreds of advertisements every day. According to Red Crow Marketing, American’s see 4,000-10,000 ads every day. Most of those advertisements don’t even break the “attention wall” of consumers.

This is the power of an experience. It doesn’t get lost in the tsunami of messages thrown at consumers. For this experience specifically, Nike wanted customers to remember that Nike products will always help them reach your goals and train at the next level.

Through this experience and the engagement, it created, Nike’s message will live on with consumers when they are going to buy new shoes or athletic wear. For those already using Nike products, it reinforces the idea that Nike is the best option in sports apparel. You can even see a reflection of the success of Nike’s experience marketing in company sales. Well done, Nike, well done.

About Merit

Merit is the global leader in market invention. More often than not, our work carves out an entirely new market and transforms industry through research and strategy, communications, creative, and technology. For a company to succeed in the new era of marketing, it needs Merit.

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