Nike transforme le monde en un terrain de jeu

« Game On, World » est le défi que lance Nike dans sa nouvelle campagne publicitaire, soutenant la dernière évolution de sa plateforme mondiale Nike+.

le 29 Juin, Nike a lancé Nike+ Basketball et Nike+ Training, deux nouvelles expériences sportives et digitales pour les passionnées de sport, et surtout deux innovations qui viennent compléter l’écosystème de Nike, déjà peuplé de Nike+ Running et Nike FuelBand.

La campagne démarre avec ce film publicitaire « Game On, World » où le monde est devenu un terrain de jeu, un vrai jeu vidéo dans lequel Nike combine le sport et digital à tout moment. On voit le personnage principal collecter des points Nike Fuel à travers une série de challenges comme battre les boss de ce jeu de plateformes, boss incarnés par Ving Rhames et LeBron James.


Ce film est symbolique de l’état d’esprit que Nike cherche à installer sur cette plateforme et de la tendance sur laquelle la marque « surfe » depuis quelques temps : la gamification. Pousser les consommateurs à se surpasser en y intégrant des gimmicks et symboles du gaming pour rendre l’activité physique plus agréable et ludique et donc faciliter l’utilisation des produits NIKE pour les clients et travailler l’intention d’achat pour les prospects, deux mesures clés d’un point de vue business. En effet, sur le site, un classement général sera affiché. A noter par ailleurs qu’une partie du site est réalisée en collaboration avec Tumblr et que la section « Fuel Stream » regroupe tout le contenu social tagué avec le hashtag #gameonworld, que ce soit un contenu vidéo de YouTube, des tweets ou des photos Instagram. Une vraie prouesse logique pour une marque comme Nike.

« Les athlètes, à travers le monde, savent que leur performance doivent s’améliorer continuellement mais pour s’améliorer, il faut être capable de mesurer sa performance. Nike+ Basketball et Nike+ Training sont des expériences révolutionnaires. Les informations reçues et traitées par ces services signifient que les athlètes peuvent mesurer et suivre leurs performances comme jamais » dixit Greg Hoffman, Vice-President en charge de la Marque et de la Création chez Nike. « Nous voulons à la fois défier et inspirer les gens à travers le monde d’atteindre leurs objectifs personnels. La campagne « Game On, World » sera le point d’activation, le point de départ de millions d’athlètes à travers le monde. »

D’un point de vue produit, les innovations Nike+ Basketball et Nike+ Training sont concentrés dans le Nike+ Sport Sensor, une technologie intégrée dans chaque chaussure qui collecte les données sur les mouvements des utilisateurs et les transmet sans fil à l’application mobile Nike+ Basketball ou Nike+ Training. Les données sont par la suite traduites en métriques plus parlantes pour l’utilisateur (hauteur, vitesse, puissance pour le basketball par exemple). Chaque application permet à l’utilisateur d’envoyer son propre contenu et d’y appliquer les métriques Nike+ et la partager à ses amis, mais aussi récupérer des programmes d’entrainement (Nike+ Training seulement dans ce cas là), adoubés par les grands champions et ambassadeurs Nike  comme LeBron James, Rafael Nadal, Manny Pacquiao, Allyson Felix et Hope Solo.

Alors, prêts à jouer ?

LeBron James
Allison Felix
Hope Solo
Na Li
Manny Pacquiao

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