Nike Sends 100k Customers Personalized Training Videos
Sports company uses a year of personal data to provide 2015 motivational clips
Over 100,000 Nike+ members across Nike+ Running, Nike+ Training Club and NikeFuel have been sent a one-minute film which features content guided by their own Nike+ activity during 2014.
Nike, with its digital creative agency AKQA, leveraged a mix of data, wearable technology and the growing trend of health monitoring in order to provide the most active users with a unique look at their activity and to encourage them to push themselves even further this year.
With the Nike Your Year videos, the sports company is challenging athletes across the United States and Canada to outdo their 2014 accomplishments. ‘Your Year with Nike+’ is a series of unique, personalized animated films created for the most active Nike+ users.
Each custom film features an animation of a person running, and unique factors such as location, weather, activity and individual Nike+ movement data was used to personalize the video. This means that a runner from Toronto would receive a completely different film than an NTC user in New York.
Nike and AKQA have also created more general films about four key cities (New York, Chicago, Los Angeles and Toronto) and North America as a whole.
David Schriber, Vice President of North America Brand Marketing at NIKE, Inc. said:
“Our Nike+ members accomplished some amazing things in 2014, and we wanted to inspire them to push for new goals and opportunities in 2015 by sharing some of the magic behind their data in an artistic and unexpected way… Each video is a personalized story of a year of hard work, whether from an individual or an entire city, they reflect the conviction and effort that goes into making your year count.”
These films are the first of a series of initiatives from Nike, who want to use data to help members do more, whether they are attempting to run their first mile or their tenth marathon. New Nike.com city pages have been launched for New York, Chicago, Los Angeles and Toronto that offer better access to the Nike+ Training Club and Run Club community events and seasonal products.
Users can find out about upcoming classes and sessions in the cities, reserve a spot, and view information such as the date, time, location and a short description.