Goodbye Runlondon hello Supersonic - on myspace??
So Nike has abandoned its runlondon gig and replacing it with SuperSonic. An innovative twist? Perhaps.
In the past you'd log onto an easy to use, clean and simple site that was about one thing: running. You'd sign up for the race, and hope you were one of the first 4000 to do so so that you could secure a place.
Seems Nike is doing things a differently with SuperSonic.
For starters, the website is now hosted on Myspace: http://myspace.com/nikesupersonic. This immediately excludes those who are not net-savvy enough to participate.
The site is ubercool, funky, hip and slick and seems to have a more competitive feel to it. Instead of registering for a place in the 10K run, you now have to register to take part in the 100m sprints (first come first serve - "no promises"). The top 1000 sprinters get to invite 3 guests. Thus 1000x3 = 4000 runners in total (admittedly, a clever way to get to the 4000 mark).
Can you imagine the field day on EBay flogging these tickets???
Anyway. The final twist is that this is a party. And a hip party at that.
It takes place on a Saturday night and promises "one night of music fuelled speed".
I'm sure it's going to be a cool event - especially for the hip and happening youth out there.
But for a brand that is trying to regain credibility in the running arena, this seems like an odd strategy. Then again, maybe Nike has decided to stick to what it does best? And that is keep cool.
Thoughts?
In the past you'd log onto an easy to use, clean and simple site that was about one thing: running. You'd sign up for the race, and hope you were one of the first 4000 to do so so that you could secure a place.
Seems Nike is doing things a differently with SuperSonic.
For starters, the website is now hosted on Myspace: http://myspace.com/nikesupersonic. This immediately excludes those who are not net-savvy enough to participate.
The site is ubercool, funky, hip and slick and seems to have a more competitive feel to it. Instead of registering for a place in the 10K run, you now have to register to take part in the 100m sprints (first come first serve - "no promises"). The top 1000 sprinters get to invite 3 guests. Thus 1000x3 = 4000 runners in total (admittedly, a clever way to get to the 4000 mark).
Can you imagine the field day on EBay flogging these tickets???
Anyway. The final twist is that this is a party. And a hip party at that.
It takes place on a Saturday night and promises "one night of music fuelled speed".
I'm sure it's going to be a cool event - especially for the hip and happening youth out there.
But for a brand that is trying to regain credibility in the running arena, this seems like an odd strategy. Then again, maybe Nike has decided to stick to what it does best? And that is keep cool.
Thoughts?
posted by Sofia at 9:16 AM
1 Comments:
The exclusivity of "SuperSonic" is an interesting play for a brand (Nike) that is generally associated with mass appeal. It also introduces an interesting dynamic. I always think of recreational (as in non-Olympic) runners as competing against themselves, trying to beat their personal best time (I could be wrong here... cause I'm not much of a runner). It seems to me that SuperSonic is about competing against other runners - testing your metal.
It has elements of a campaign Labatt's beer ran where they set up concerts with Canada's best bands in small venues... and seeded cases of beer with exclusive tickets. The mystery and excitement created a ton of buzz. The chief difference being that entry to Labatt's events was based on chance, whereas Nike's event is skill-based. If I lived in London, I'd be egging on my fastest friends to compete... calling dibs on a guest ticket to the event.
Is it good for Nike? I think so. It creates a tie between Nike and London's fastest runners / top athletes. It creates the kind of aspiration that Nike is famous for, and no doubt will generate more free publicity than a more straightforward race sponsorship. What do you think? Is this good for Nike's brand health?
Post a Comment
<< Home