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新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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#digiCASE# 奥运营销的伟大逆袭: Nike-Travel as fast as an Olympian  

2012-08-08 17:12:25|  分类: 默认分类 |  标签: |举报 |字号 订阅

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Nike’s Installation Shows What It’s Like To Travel As Fast As An Olympian


谁是奥运会的运动品牌赞助商?

可能有60%的人回答是耐克,30%的人想一想说是阿迪达斯,5%的人说是李宁,另外5%的屌丝会确定地说是安踏361(这个名字真好啊)。

那个静坐示威韩国人觉得她很委屈,那个老和自己脚过去的人觉得压力很大。那是因为他们没有看到低调的让人心疼的阿迪达斯大叔。

当然,你要说这没有什么大不了。因为还有些真正的营销高手没有来趟这个浑水。大家可以想象如果奥运会顶级赞助商开放给互联网。 

耐克是擅长逆袭营销的高手,无论是Find Greatness (说实话,翻译成牛逼比伟大要更合适,伟大只能用在生的伟大,死的XX这个上面)还是New London的那个擦边球,除了没有把那个国际奥组委全球合作伙伴logo做一个Co-brand logo, Nike比赞助商还赞助商。 (这里那些”Nike和刘翔不得不说的那些事“容我们以后再说)。 

但是今天我们看的是Nike的另外一个奥运营销案例: 快体验大杀器! 


While they might not be a sponsor of the London Olympic games, athletics brand Nike was a sponsor of this year’s U.S. Track and Field Olympic Trials in Eugene, OR where they built a high tech, physical/digital experiential installation to engage users in playful competition and deep sensory experiences.

Camp Victory is the result of an 8 month partnership between Nike, design agency Hush and architecture firm Skylab. The installation was set up within three custom pavilions where Nike was promoting their Nike+, Fuelband, and Flynit brands through large interactive displays including a sensory tunnel and treadmill racing game that challenged two players to race one another for a spot on a realtime leaderboard displaying pictures of the competitors and their best times.

A 100-foot long corridor surrounded by LED walls was used to give guests a visual demonstration of the speed of Olympic runners by rendering imagery that traveled the same speed as the athletes. Sound also traveled through the tunnel at the speed of the Olympic athletes, giving people an auditory manifestation what it would be like to stand right on the sidelines during a race.


via PSFK: http://www.psfk.com/2012/08/nike-olympic-camp-victory.html#ixzz22w6sxyCY
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