Nike Mobile Workouts

Written on Wednesday, March 04, 2009

Nike has recently extended its Nike Training Club Program to mobile, in an attempt to help women working out outside their homes and away from their desktop PCs. Here's the article:

Nike agency R/GA, New York, created a Nike Training Club iPhone application that complements the wired Web site at http://www.nikewomen.com. The app was already among the top 10 on Apple’s “What’s Hot” section for iPhone apps a few weeks ago.

The idea of the new app is to get consumers to train like an athlete with the Nike Training Club. Essentially, app users have access to a personalized training program on the iPhone.

Online, consumers can visit NikeWomen.com, create a mini avatar, customize a workout and invite friends for some competition.

The Nike Training Club programs use the latest training drills to focus on what it holds to be the five fundamental areas of athleticism: cardio, core, strength, balance and flexibility.

Once consumers have downloaded the Nike Training Club iPhone app from the Apple App Store, they can access the same features and customize to suit their needs.

Also, with this app, users can access training videos and a customized training schedule while in the gym and away from the desktop or laptop computer.

So, consumers set up the regimen on NikeWomen.com and consume the content on mobile.

Nike have never been slow to adopt mobile as a marketing medium, and in fact they have run a number of interesting mobile marketing campaigns in the past.

This latest iPhone app follows the trend more and more companies are embracing: offering an 'experience' to their consumers, in order to create a much stronger bond between the brand and the consumers themselves. By 'experience' here, I am referring to an interaction of the consumer with the brand (or one of its products) through a given medium (web,mobile,etc).

The 'experience' goes a long way in capturing the consumers' attention and increasing conversion rates, because it is much easier to associate the brand with something as immersive as this, rather than your average website you would visit on the web.

The Nike iPhone app is an excellent example of how to do this. Give the consumer the chance to create their own workout, their own 'experience' online. Then, on top of that, give them the opportunity to take it with them in the gym, or the park, or wherever, on their mobile, all the while promoting your brand products and building consumer trust in your brand name.

Neat stuff! You have to admit..

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Posted in mobile entertainment, mobile marketing |

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