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.