Nike Digital Campus Challenge
Team Perspectiv spring 2012
“This intersection between the physical and the digital is where we see the future and that intersection will be game-changing.� Jesse Stollak Nike Global Digital Brand and Innovation Director September 2011
The Future is Now.
70%
10%
42%
50%
51%
25%
Users who access Twitter at least once a day.
Original posts by users that are photos.
Users who access Facebook through their mobile phones.
iPhone users who use Instagram.
Foursquare users who have checked into at least 50 places.
Americans who watch at least 1 YouTube video a day.
100% people who are athletes*.
*If you have a body, you are an athlete.
Nike+ Fuelband The Nike+ FuelBand is an athlete’s personal stat keeper. However, these aren’t your traditional stats like laps or reps. The FuelBand is a stat counter for every move you make throughout the day. It’s a constant reminder that we are all athletes, and every step, twist, and turn #counts.
Why do people care about this product? How do we get people excited and engaged with this product? What is the big idea that will connect this product with this summer of sports?
The FuelBand integrates a Product, a mobile app, and an Online Community. Let’s take a look at successful examples of each.
Nike+ Community
Nike+ has successfully created an active community of runners from all over the world. They are able to connect, compete, and share their running experiences.
Visualized Progress
Runners can see their statistics and progress through continually updating infographics. Visualizing statistics show’s runners their accomplishments and opportunities for improvement.
Integration Across Multiple Platforms
Nike+ can be linked to a user’s Facebook and Twitter accounts. The ability to share progress socially rewards people for their accomplishments, and encourages them to continue running.
Healthy Competition
Users can participate in public and private running competitions. Competition is a natural instinct, and having opponents motivates runners to push their limits.
Goal Setting
Runners can set personal goals to work towards. For runners at any level, goals are a constant reminder that there is always room to improve.
Nike Training Club Pro Athlete Involvement
Professional athletes and celebrities endorse and participate in the workouts provided by Nike Training Club. Sharing workouts with these recognized athletes and celebrities creates a personal connection to the app.
Feedback
Nike Training Club provides instant feedback to workouts, and updates the user on their personal progress as they work through the app.
Incentives
Hard work is rewarded with incentives relevant to the user’s interests, such as bonus workouts and healthy smoothie recipes.
livestrong Awareness
Livestrong brings awareness to a worldwide issue through a single product. Livestrong bands are accessible, inexpensive, and endorsed by some of the biggest names in sports.
Positive Image
Livestrong bands make a positive statement about the wearer. They have become an iconic product that supports a meaningful cause in a hip, fashion-forward way.
Community
Through Livestrong’s socia media networks, a community has been created where those affected by cancer can share their stories and connect with the brand on a personal level.
And here are some examples of what hasn’t worked. jawbone up Inconvenient
The lack of wireless syncing makes Jawbone UP extremely inconvenient for users to check and update their progress.
User Engagement
Because information isn’t wirelessly updated, user aren’t constantly engaged with the app. It fails to become a virtual companion.
Limited Data Recording
Jawbone UP limits data recorded to “steps walked” inaccurately representing the true intensity of many activities.
Google+ Lack of Value
Google+ was an attempt to create a new Facebook, but ultimately became a recreation of Facebook. Google+’s features are very similar to Facebook’s, and don’t add additional value to the user’s online experience.
Online Presence
People already have established profiles, friend lists, and documented history on Facebook. It is easier for users to maintain their existing Facebook presence rather than recreate the same information on Google+.
Apple Ping Lack of Integration
Ping was designed as a social network for music, where people could share music with their friends. However, because music can only be shared between registered Ping members, the platform’s reach is extremely limited.
Limited Use
Ping is advertised as a way to share your music with friends. However, only music that is directly bought through iTunes can be shared.
Understanding our target demographic: the digitally connected 22 year old
How Does the digitally Connected 22 Year Old Use Social Media? Twitter is used as an ongoing conversation. Users have the ability to converse with personal friends, like-minded individuals, celebrities, brands, and athletes.
Instagram is used as a visual communication tool, where users can instantly share what they’re doing through a creative, visual lense.
YouTube gives users access to brands, trends, and music through video. Foursquare allows users to pinpoint their location in the world, and how many times they’ve been to that exact location.
Tumblr serves as a digital archive for photo inspiration, and makes blogging simple and social.
Facebook is a representation of the user’s life - who they are, what they do, who they know, and what they like.
Mobile Devices allow connected 22 year olds to access all of these social media platforms anytime, anywhere.
athlete interviews:
Daryle Hawkins D1 Football Player University of Oregon
Matt Murray D1 Swimmer University of Virginia
Matthew Owyang Club Volleyball Player UC Berkeley
“The support from fans on sites is amazing, especially after a game. Social networking sites do a great job of keeping people in touch and connected.”
“I follow Lance Armstrong, Ryan Lochte, and Rory McIlroy. Their tweets motivate me to work harder, and give me a glimpse into the exciting life of a professional athlete.”
“Cal Volleyball updates regularly on what they’re doing in practice, matches, etc. It’s a great way for me as a spectator to see what is happening ‘behind the scenes.’”
Why is being social important in sports?
Reemo Pearson Amateur Skateboarder Los Angeles
Brittany Quale Distance Runner University of Oregon
Franccesca Kazerooni Recreational Athlete Claremont McKenna College
“Social media has given me a lot of coverage and is great for interacting with brands and getting the word out.”
“When I run with friends, I can go 4 times as long as if I were alone. They are companions and make the activity a social experience.”
“I find benefits in working out with friends. Everytime I commit to working out with a friend, I feel obligated to actually do it”.
Meet your new personal trainer:
You.
What does the fuelband do? Nike+ FuelBand is designed for anyone who wants to be more active. The Fuelband measures physical movements throughout the day, and records them in the form of NikeFuel. Users can set daily goals, track progress, and interact with other FuelBand users. The key to doing more is knowing more.
how can social media be used to enhance this experience? 1. Build a community 2. Foster Competition
1 Why Build a Community for Athletes? Sport is a universal language. By creating a community for athletes, individuals with common goals can have a place to unite, socialize, support, and compete against one another. Building a community for athletes also provides non-verbal forms of motivation. When athletes know they are being watched by people who they love, respect, and admire, they are more likely to maintain and increase their intensity and work ethic. This psychological reaction, known as the Hawthorne Effect, pushes athletes to reach their potential in a way they may not even be aware of. Through the use of Facebook, Instagram, and Foursquare, Nike+ FuelBand users will have the opportuinity to earn NikeFuel when they perform and promote their athletic activities to their friends and followers.
2 Fostering competition Competition. Survival of the fittest. It’s human instinct to be competitive, and nobody wants to lose. Competition reveals who’s been working when no one else is watching. It shows who has the heart and the drive to perform their best when it matters the most.
The Nike+ FuelBand helps everyone realize their inner athlete. The upcoming summer of sports is an opportunity to connect athletes of every level.
What do the olympics represent? The Olympics represent a universal dream - a dream belonging to athletes, fans, countries, and the world. The Olympics represent sweat and tears, pride and comradery, and prove that the human race can put differences aside and unite through sport.
how can we leverage the summer of sports to further enhance this experience?
Through the Olympic Athlete The Olympic athlete will be the key to enhancing the Nike+ FuelBand experience during this summer of sports. These athletes will be doing more than playing a sport - they will be representing our country. If the Nike+ community can use their FuelBand to to support their favorite athletes in the quest for gold, they will rise to the occasion.
Blake Griffin
Landon Donovan
Shawn Johnson
Alysson Felix
Hope Solo
And the Pop Culture Celebrities The pop culture celebrity will help the Nike+ FuelBand reach a broader audience during this summer of sports. Using pop culture celebrities to endorse the Nike+ FuelBand and this summer of sports will reach a variety of demographics.
Lea Michele
J.Cole
Nicole Scherzinger
Aziz Ansari
Justin Timberlake
The Nike+ Fuelband redefines the way we measure physical activity Through this digital marketing campaign, the Nike+ FuelBand will continue to build the connection between sports and social media. Utilizing this summer of sports, the Nike+ Fuelband will strengthen the connection and encourage everyone to #makeitcount.
#makeitcount
Brought to you by
Team Perspectiv Meet the team!
Chris Owyang @0wyang
Tiina Schuh @tiinaschuh
Research and inspiration: http://www.nike.com/fuelband/ http://www.dailyfinance.com/2012/01/26/just-fuel-it-nike-fans-get-exercised-over-fuelbands/ http://www.fastcodesign.com/1665491/the-jawbone-up-fails-but-teaches-3-golden-rules-for-experience-design http://www.macgasm.net/2011/08/24/nike-training-club-review/ http://jonathanbudd.com/why-google-failed/ http://www.fastcodesign.com/1665351/jawbone-releases-up-a-wristband-for-tracking-your-wellness http://www.cbsnews.com/8301-501465_162-20119327-501465.html http://mashable.com/2011/09/22/nike-social-media/ http://www.fastcodesign.com/1665872/with-fuelband-nike-aims-to-crush-jawbone-up-and-overhaul-nike http://www.wired.com/playbook/2010/02/athletes-confused-on-olympic-social-media-rules/ http://techcrunch.com/2011/08/03/instagram-150-million/ http://www.jeffbullas.com/2011/09/02/20-stunning-social-media-statistics/ http://techcrunch.com/2011/01/24/foursquare-now-six-million-users-strong-hit-381m-total-check-ins-in-2010/ http://www.digitalbuzzblog.com/infographic-instagram-facts/ http://techcrunch.com/2011/11/27/why-instagram-is-so-popular/ http://www.fastcompany.com/1760460/what-tumblrs-success-can-teach-us-about-blogs-twitters-future http://sportsillustrated.cnn.com/2009/writers/the_bonus/06/05/twitter.sports/index.html
thank you