just blog it
By Pat Law • Dec 11th, 2007 • Category: The Digital StrategistWe live in a world where consumers have the power to make or break brands online. While most brands accustomed to the traditional marketing model live in constant and growing fear of being the next Dell, Kryptonite and FedEx – global brands destroyed by means of their own foolish belittling of Social Media, Nike decided to invite one particular opinionated blogger to review her experience with a complementary personalized pair of sneakers from NIKE iD.
That lucky bitch of a blogger is yours truly.
When Marvin Chow, Marketing Director of Nike Japan, extended the offer to me via Facebook, I was pleasantly surprised, and shocked even. Marvin knows for a fact that I am a true to the bone adidas fan, and that for a good period of time, I was also marketing the brand. Supplemented with my razor sharp criticisms revealing in my writing, I was absolutely amazed by how he did not prescribe to me what I should write about.
Zilch.
No “when the brand name Nike is first mentioned, a ™ is required”.
No “I need to clear this blog entry of yours with 6 other parties”.
No “any competitors’ names should not be mentioned”.
No “add ‘Terms and Conditions’ apply at the end of the entry”.
I never thought I will say this, but I want Nike as my client. It’s nice to have a client who has half a brain to recognize today’s massive shift from institutional control to consumer control, no thanks to this social media phenomena. It takes balls to engage consumers one-on-one in this new territory without rules. Marvin, and the rest at Nike, evidently, have basketball-sized balls.
It is because of their basketball-sized balls, I herewith present to you, my little adventure on NIKE iD.
1. Fancy mancy buttery landing page
Loading time was painless. The “It’s never too late” NIKE iD gift card promotion message was a bit too melodramatic though.
2. Straight to the point
Skipped all sport-specific product variants and went straight into Sport Culture page. I hit the gym once-every-time-I-feel-fat. Sport-specific products seem irrelevant to me at this point.
3. Shox Sexy
It’s hard not to notice that Nike Shox Rivarly iD sneakers slapped with Cortez curves. I’m suddenly reminded of my childhood days.
4. The part where it gets addictive
I finally understood where the basketball-sized balls came from. As a strong-headed and opinionated woman who demands to express her individualism constantly, the opportunity to customize every damn thing about the sneakers is way too tempting. Don’t say I didn’t warn you. It is at this particular point when you realize the effectiveness of persuasion marketing. I’m sold. I need my pair of NIKE iD sneakers NOW.
5. Keep your NIKE iD, even if you can’t afford one.
For the indecisive ones, you can save your sneaker design first, and decide later if you wish to make the purchase. For the stingy ones, you can forgo the thought of purchase, and make do with saving your sneaker design as a desktop wallpaper instead. For the shameless ones like myself, you can forward your sneaker design to a friend to get him or her to make the purchase for you. Talk about creating content consumers appreciate. If only Osim thought about that when developing the iGallop.
I must have spent close to 45 minutes in total, just pimping my kicks. After being engaged in the creation of my own customized sneakers, it is difficult not to make that purchase. Let me warn you again, do not visit NIKE iD if you have a weak heart. One does grow attached to her own child after 45 minutes.
2 customized NIKE iD sneakers created. Which will you pick?
Nike Shox Rivalry iD
Court Tradition Velcro Premium
Before I leave, here’s a question for all.
[poll=7]
Hey Pat,
Just got your message about changing my blogroll to your new address. Sorry, but I’ve been away from my blog for a few months.
This site is really nice. Easy to navigate. Looks very clean.
Good luck with the change and I hope people are redirecting here fine now.
Take care,
Lacey
for some reason, the nike shox rivalry reminds me of bowling shoes.
base on my personal experiences, nike soles tend to “crocodile” faster than adidas. hence the permanent switchover to the brand with three stripes.
You know Pat,
I agree with Hedonistics Anonymous above that Nikes aren’t the most durable of shoes. And I’m the kind that only has 4 “active” pairs of shoes at any given time, categorised by circumstances of use (“work”, “play”, “backup”, “running”).
Guess what I’m saying is, Nike has always seemed to me to be more “fashion” that “practical”. And I’m not fashionable.
But if I were, I’d probably own a pair.
Has been cos locally, the stocks do not attract me, honestly!!
BUT, if locally can also purchase the customised Nike……now that’s a different story altogether!
Cool beans. Very nice commentary, nice site too.
Shox for sure. I’m impressed with Nike’s readiness to embrace consumers’ new found power in a brand’s image. Most traditional advertising gurus will probably think social media is a fad, but these are the same bunch of ignorant fools who never thought EMAIL would stay. Just because they know nothing about social media doesn’t mean it doesn’t exist, or that it is not important.
Are you sure Nike didn’t give you any social media guidelines? If so, they deserve an award for preserving credibility. Bravo.
Product wise, still Adidas and not Nike. I agree with Brendon… Nike is more like the Saturday night out pair of sneakers you wear when you’re out with your blokes.
Hedonistics Anonymous, I wear my sneakers out fairly quick regardless of brands. Must be the way I walk.
Brendon, how can you not be fashionable? You’re so well groomed, you should be gay.
Carol, actually, you can purchase a pair of NIKEiDs via the website although yes, there’s shipping charges to take into account. Can you just imagine the Public’s reception if Nike had concentrated on building awareness on NIKEiD in Singapore?
Luke, nope, absolutely zero guidelines given by Nike. Yeah, kudos for respecting The Believable Truth.
Can you add your own design?
How do you mean, Ivan?
[...] Pardon the schmuck-a-duck attitude but my NIKE iD kicks which Nike Japan invited me to customised arrived today in the office! I never felt so excited seeing a UPS guy going “Ma’am, I [...]
Cool site, love the info.