Nike Fuel Missions

Il y a presque un an, Nike+ lançait sa nouvelle unité de mesure de l’activité physique (le Fuel) et sortait un nouvel accessoire : le bracelet Fuelband. Puis est venue en juillet dernier la campagne Game On World. Aujourd’hui, Nike vient d’annoncer son premier jeu digital basé sur les mouvements et la pratique sportive de chacun, intitulé Nike Fuel Missions.

En utilisant votre produit Nike+ (Nike+ Running App, Nike Fuel Band, Nike+ Basketball App, Nike+ Training App, Nike+ Sportwatch GPS, Nike+ SportBand et le dernier né Nike+ Kinect Traning), votre énergie, votre « essence » pour faire avancer les athlètes ambassadeurs Calvin Johnson, Alex Morgan, Allyson Felix et Neymar Jr. à travers ce monde complétement dominé par le froid.



Le jeu, découpé en mission, commencera par vous demander votre niveau de difficulté (facile, moyen, difficile), qui déterminera le niveau de NikeFuel nécessaire pour passer au tour suivant. Mais ce niveau de NikeFuel devra être atteint durant le temps imparti, ce qui vous obligera à aller pratique du sport en compagnie de votre fidèle companion, l’application Nike+. Plus vous vous dépensez, plus vous récoltez de NikeFuel. Simple, efficace. En cas d’échec, vous recommencez la mission ; en cas de succès, vous passez à la mission suivante.

NikeFuel Missions - Instructions

Contrairement aux jeux traditionnels mono-support (ordinateur ou console de salon ou mobile), Nike a réussi à mettre en place un jeu multi-supports, créé dans une logique de recrutement pour les non-clients via la gamification et son aspect divertissant et d’augmentation de l’usage pour les clients actuels, qui, eux, ont déjà franchi le cap de l’utilisation et ne sont donc pas des néophytes.

Comme le confirme Bertrand Duperrin dans FrenchWeb hier, « la gamification ne crée pas l’engagement mais une forme d’addiction », et qui dit addiction à la marque dit très forte relation émotionnelle avec cette dernière et donc augmentation de la préférence d’achat à terme, une mécanique qui est réellement mise en avant dans NikeFuel Missions puisque la composante intrinsèque et la condition sine qua non du dispositif est et reste bien l’utilisation d’un produit de l’écosystème Nike.

La boucle est bouclée.

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