Nike Turns Sweat Into A Currency
New experience promotes #makeitcount campaign by rewarding runners who log the most kilometers with the most buying power in an online auction.
Attention runners: your hard-spent time at the gym or on the road could now earn you a new pair of Nike shoes.
JWT Mexico has created a new experience as a part of Nike’s global #makeitcount campaign– an auction for Nike products that uses ‘sweat,’ not money, as currency. The campaign promotes (and uses!) Nike +, the popular program that tracks a user’s runs through their smart phones, iPod nanos, or sports watches.
The Nike + auction, a Facebook app, relies on synced Nike + data (every Nike + user has to have an account, which automatically syncs runs) to assign runners their auction credits- the more kilometers runners have logged, the more buying power they have in the auction.
Auctions last for 15 days and are only for one specific Nike product. The first auction, live now (and up for another few days), is for a pair of women’s Nike Free.0 sneakers. The auction app displays a runner’s total kilometers for a specified time period (for this auction, kilometers logged with Nike + since April 14th) as well as the current bid- if a runner has run more than the current bid, she can put in a higher bid. But if she hasn’t logged enough kilometers to match the current bid, she’ll have to keep running in the hope she can ‘catch up’ and be able to put in a bid later on during the auction.
When last checked, the current bid for the Nike Free.0 shoes was 151 km (roughly 93 miles) logged since April 14th. With days left to go in the auction, casual runners need not apply, #makeitcount indeed.
Watch a promo for the Nike+ Auction below: