Leonie Bulman's recent articles
NikeFuel Missions allows Nike to become part of consumers’ everyday activities
Through their NikeFuel devices and the new Missions game which link social with outdoor activity, Nike have created a role for the brand in consumers' everyday activities.
Nike recently introduced the game application NikeFuel Missions, the newest addition to their NikeFuel campaign. Using Nike+ devices such as the NikeFuel band to track and monitor progress, users earn “fuel points” during everyday physical activities such as running, walking and playing sports. NikeFuel Missions’ aim is to challenge users to workout and earn more fuel points to beat the other users. Their dedicated NikeFuel Facebook page has garnered over 140k fans and encourages them to post positive comments about their NikeFuel experience.
Analysing fans reaction on Facebook reveals that while some consumers complain about technical glitches and its unavailability on Android phones, NikeFuel Missions is well-received, with 63% of fans talking positively about the game. In addition, many consumers discuss the NikeFuel band and the game application as “cool”, and some mention that they are “excited” to do the challenge. This shows that Nike's linking of a social game with the physical world means that brands no longer need to wait for fans to engage online, as Nike is now part of the NikeFuel user's daily activities.
NikeFuel Missions game successfully drives positive engagement on Facebook:
- NikeFuel Missions is well-received by Facebook fans: Despite the few technical glitches and its unavailability on Android devices, the majority of consumers are positive about NikeFuel Missions, with 63% saying they “love” and are “amazed” by this game
Most consumers associate NikeFuel Missions with “cool” and “exciting” brand values:
- Consumers say the NikeFuel Missions game is “cool” and “exciting”: 60% of fans say they love the “awesome” and “cool” idea of gamifying their daily exercise. They also associate it with “exciting”, saying they are eager to take up the challenges. This shows that Nike has successfully created an ongoing brand presence among NikeFuel users, by linking social and outdoor activities