NIKE+ FUELBAND|短视频|广告营销案例【ADGuider广告指南】

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耐克 + FUELBAND

案例简介：描述活动/条目两年前，耐克向我们提出了一个想法: 一种跟踪你日常活动的设备和一种常见的通用指标，称为每个活跃身体的燃料。FuelBand 跟踪你的活动并将其转换成你的燃料，这样任何活跃的人都可以将他们的活动与其他人进行比较。他们要求我们设计整个用户体验。给出一些关于这个活动/条目在客户和消费者方面有多成功的想法当 FuelBand 在网上预订时，需求如此之高，几分钟内就卖完了。一旦在 Niketown 有了 FuelBand，顾客在门打开之前就在街区周围排队。全球需求持续增长，越来越多的人注册，以便在他们的市场上有油带时得到通知。描述活动/条目是如何在每个渠道中按照实施顺序启动和执行的。我们从周游世界开始，进行民族志研究，以发现我们的观众，以及如何激励他们。为了创造真正直观和无缝的用户体验，我们确保了易用性: 设定你的目标，从红色到绿色。如果你达到了你的目标，动画会庆祝你的表现。打出连胜，Fuelie 出现给你加油。数据可视化显示了你每天、每周、每月和以后最活跃的地方。我们创建了蓝牙同步技术，因此当您完成一天的工作时，您的燃料将无线同步到平台。整合社交和日常排行榜提供了更多的动力。

耐克 + FUELBAND

案例简介：Describe the campaign/entry 2 years ago, Nike came to us with an idea: a device that tracks your daily activity and a common, universal metric called Fuel for every active body out there. The FuelBand tracks your activity and converts it into your Fuel, so anyone who’s active can compare their activity with others. They asked us to design the entire user experience. Give some idea of how successful this campaign/entry was with both client and consumer When the FuelBand became available online for pre-order, the demand was so high it sold out within minutes. Once the FuelBand was available at Niketown, customers lined up around the block before doors opened. Global demand continues to increase, with more people registering to be notified when the Fuelband is available in their market. Describe how the campaign/entry was launched and executed across each channel in the order of implementation. We began by travelling around to world conducting ethnographic research to discover our audience and what it would take to motivate them. To create a truly intuitive and seamless user experience, we ensured ease of use: set your goal, and get from red to green. If you meet your goal animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualizations show where you were most active daily, weekly, monthly, and beyond. We created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. Integrating social and a daily leaderboard provides even more motivation.