JUST DO IT
So as brand utility experts: NIKE
They used to make really good advertising about their great product with empowering messages.
With the launch of Nike Plus 7 years ago, Nike’s marketing strategy completely changed: They understood how to get consumers involved and engage with them, becoming part of their life.
Through Fuel Band last year, they were able to connect all of their products in a given eco system, creating a Nike/Athlete community.
Basically, anyone can be an athlete as long as they have a body.
They created an interface that enables people to log in all of their activities.
Every movement counts.
The app helps you challenge yourself, see your progress.
It gets you to reach “zero waste” where every movement you do counts
They also incorporated the challenging aspect of gaming, which gave consumers a reason to come back:
Basically you see your friends and can compete with them.
And of course, Fuel band understands you, it helps you celebrate when you achieve your goals
All this offered value to consumers: on one hand they were doing everything through Nike and it becomes even more their favorite brand (the branding side) and on the other hand they gave consumers a tool making their life easier and more productive, encouraging them at the same time to work out.
Another example from the BOSSes of branded utility: Nike – we run paris
For the first time, a brand was able to do something that big on a national level, reported live without touching your phone.
Thousands of people ran, and other thousands of people could follow them on facebook and see their progress during the 10-km run in Paris.
Users could interact with each others, with the runners. It wasn’t only about how much they ran, but also how they felt at an exact point in time.
a community was created, and Nike created value to consumers by giving them a platform to engage in