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TRANSCRIPT
Digital Presentation: Nike+ Running APP
LU LIUID: 27924424MA: Global Media ManagementCourse: Design one
30 seconds
Nike+ Running
A running device that tracks people’s running statistics (Nikenews, 2015)
Gathering people in an online community that encourages motivation, competition and improvement (Nikenews, 2015)
(Screencapture of Nike+ Running website)
1 minute and 30 seconds
Marketing and branding Outdo you in 2015 with Nike+, Chicago
version
https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1FDd0bOi57b3MYXo2PD6t2v&index=2 Communicate: Motivation& having a sporty resolution for new year Highlight the achievements in 2014 and offer a look forward to 2015 Specialized: location, weather, movement dataPromoted on Nike’s Facebook page and Twitter page
30 seconds
Marketing and branding #MAKEITCOUNT – resolution of making outstanding
achievements
the hashtag on Twitter, Instagram and Pinterest
Fearuring Mo Farah,at the most Intense moment during Running
athlete’s pledge
athlete’s Twitter
(photo by Hinton, 2012)Sauce: http://www.postano.com/blog/6-cross-platform-hashtag-marketing-campaigns
Online: promoting the hashtag on social media Offline: The poster was available in the Nike store in London in 2013.
I minute and 50 seconds
Technological affordances Nike+ for Android review
https://www.youtube.com/watch?v=2CtT_9tHWYw
Please watch from 00:10 to 2:00
30 seconds
User experiences
People enjoy sharing their running records from Nike+ Running on
social media Comments on Nike+ Running
on ITunes (both English and Chinese sites)
Some users have complained the GPS mapping is inaccurate
Sometimes hard to log in No Chinese audio feedback Can not share running achievements on
Nike+ logo
Running data
(Screencapture of a tweet)
Themes and argument
Applying participatory culture into the branding strategies
Culture shapes technology and technology causes culture as well (Toffler, 1980)
20 seconds
References Blakley, J. (2013). 6 Cross-Platform Hashtag Marketing Campaigns.
Postano. Available at: http://www.postano.com/blog/6-cross-platform-hashtag-marketing-campaigns [Accessed 4 Jan. 2016].
Nike (2014). Chicago, Outdo you in 2015 with Nike+. YouTube. Available at: https://www.youtube.com/watch?v=KhssFmMgXbI&list=PLtDHu2UXko1FDd0bOi57b3MYXo2PD6t2v&index=2 [Accessed 4 Jan. 2016].
Nikenews (2015). NIKE+ EVOLUTION OFFERS ATHLETES MORE BENEFITS, MORE INSPIRATION. Nike News. Available at: http://news.nike.com/news/nike-evolution-offers-athletes-more-benefits-more-inspiration [Accessed 4 Jan. 2016].
Toffler, A. (1980). The third wave. New York: Morrow. TrustMacintosh (2012). Nike Plus for Android Review. YouTube.
Available at: https://www.youtube.com/watch?v=2CtT_9tHWYw [Accessed 4 Jan. 2016].