I was recently approached by an East Coast, Health and Wellness-focused agency to come up with a digital-heavy campaign concept for the Nike+ Sportband.
Being that Nike is a natural fit for health and wellness initiatives, the goal quickly became to separate the Sportband from an extensive line of Nike products that were already doing the same thing it was doing, and in some cases – better. The campaign below aims to raise awareness and funding for non-profits that fight to eliminate diseases or conditions that make a person less physically able (Parkinson’s disease, cerebral palsy, etc). It relied heavily on up and coming social media and fitness-related app technology like Charity Miles to get people moving– literally and also figuratively.
How does it work? The athlete logs onto the Sportband app and gets a certain amount of money donated to the charity of their choice through specific donors (or Nike itself) for every step walked, run or biked. They could also use the Sportband itself to upload their data to a CRM microsite that engages the participant further by providing an extensive view of the entire initiative, as well as what other athletes around the world are doing. It even has legs for those who might not be able to use theirs by giving them a secondary method to contribute to the cause– that being video. The less physically abled user could use Vine to create a fitness-related video of their story or other fitness-related tips, tricks, humor, etc., which would then be uploaded to the site and spread throughout existing social media channels like Facebook, Twitter and Youtube. The more "shares" or "likes" it receives, the more money is raised.
The end result would be far-reaching awareness generation of not just a cause, but a movement. A Nike+ Movement.
The proposed deliverables included the website, video's, TV spots, QR code-using print ads, bus and subway stop banners and more. The works seen below are a few of those samples.