It’s undeniable that Miranda looks sexier than ever in this Reebok advertisement and that the world would love to see more of Mirander Kerr than anything else.
However the new ad starring Mirander Kerr going bare (a little skeptical about uploading it here, we have all seen it on TV anyway!) has definitely failed to impress marketing experts (Clun, 2014). Reebok’s rival - Nike’s soaring sales figures have proved that Mirander Kerr is really not going to help sell sneakers, but it's the brilliant Enterprise 2.0 gamification strategy that’s actually going to make sales.
Nike's classic gamification strategy.
It’s undeniable that Miranda looks sexier than ever in this Reebok advertisement and that the world would love to see more of Mirander Kerr than anything else.
However the new ad starring Mirander Kerr going bare (a little skeptical about uploading it here, we have all seen it on TV anyway!) has definitely failed to impress marketing experts (Clun, 2014). Reebok’s rival - Nike’s soaring sales figures have proved that Mirander Kerr is really not going to help sell sneakers, but it's the brilliant Enterprise 2.0 gamification strategy that’s actually going to make sales.
Nike's classic gamification strategy.
A simple enterprise 2.0 - gamification strategy for Nike helped them to increase their market share by nearly 14% in just four years (Ferriman & Ferriman, 2014).
For all those arguing that gamification would have been too expensive, its quite obvious that the profits made by Nike are very likely to outweigh the costs of the gamification program (Ferriman & Ferriman, 2014). After all Mirander Kerr doesn't come cheap either!
For all those arguing that gamification would have been too expensive, its quite obvious that the profits made by Nike are very likely to outweigh the costs of the gamification program (Ferriman & Ferriman, 2014). After all Mirander Kerr doesn't come cheap either!
Increased Marketing and Sales
Nike introduced a high-tech exercise-tracking wristband, the FuelBand which looks like a bracelet when it’s off, yet it changes into a pedometer on steroids, counting steps, calories and the time, and also letting the wearer set day by day goals and following the amount "fuel" earned for the day ('fuel' is a Nike-made estimation focused around the measure of oxygen taken in for every day). This makes running fun and more game, also serving as a constant reminder to be less lazy (Libe Goad for Gamification | April 1 & Libe Goad for Gamification | April 1, 2012).
The device connects wirelessly to a mobile app, giving data and statistics about the runners progress just like a leaderboard when playing games, along with the awesome feature of sharing it on social networks like Facebook and twitter, with friends. Lets take a look at this interesting Nike video:
In 2011 the number of players using Fuelband was 5 million and was estimated to reach 11 million by the end of 2013. (Chou, Chou & →, 2013)
In 2011 the number of players using Fuelband was 5 million and was estimated to reach 11 million by the end of 2013. (Chou, Chou & →, 2013)
Customer Service via Twitter
Nike is a colossal organization. They have numerous distinctive sorts of products and lines of clothing that make up their brand. While @nike deals with various Twitter handles to oblige customers intrigued by particular sports or store areas, @nikesupport is committed singularly to reacting to clients who need help. It is also one of the best examples of excellent customer service as they always react to customers on Twitter, almost immediately (Sprung & Sprung, 2013).
As you can see from the images below, Nike Support has tweeted over 320K times, whereas the Nike handle has only tweeted around 16K times.
Looks like Mirander Kerr herself is awed with Nike’s gamification intelligence, possibly that's why she was spotted wearing Nike pants and shoes to her sweaty workouts! Now when gamification can make Mirander Kerr, "Reebok’s brand ambassador" switch from Reebok to Nike, imagine how fast Nike can build more fans!
References
Chou, Y., Chou, Y., & →, V. (2013). Top 10 Marketing Gamification Cases You Won't Forget. Yu-kai Chou & Gamification. Retrieved 26 August 2014, from http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/
Clun, R. (2014). Miranda Kerr's naked truth: this time sex doesn't sell. The Sydney Morning Herald. Retrieved 26 August 2014, from http://www.smh.com.au/lifestyle/celebrity/miranda-kerrs-naked-truth-this-time-sex-doesnt-sell-20140304-342uh.html
Ferriman, J., & Ferriman, J. (2014). Successful Gamification Case Studies | LearnDash.Learndash.com. Retrieved 26 August 2014, from http://www.learndash.com/successful-gamification-case-studies/
Ferriman, J., & Ferriman, J. (2014). Successful Gamification Case Studies | LearnDash.Learndash.com. Retrieved 26 August 2014, from http://www.learndash.com/successful-gamification-case-studies/
Libe Goad for Gamification | April 1, 2., & Libe Goad for Gamification | April 1, 2. (2012). Nike Fuelband’s quest to 'turn every day into a game' | ZDNet. ZDNet. Retrieved 26 August 2014, from http://www.zdnet.com/blog/gamification/nike-fuelbands-quest-to-turn-every-day-into-a-game/705
Sprung, R., & Sprung, R. (2013). 4 Examples of Excellent Twitter Customer Service |. Social Media Examiner. Retrieved 26 August 2014, from http://www.socialmediaexaminer.com/exceptional-customer-service-on-twitter/
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