Nike…The Human Race

Nike - The HUMAN Race

Nike has done an awesome job bringing different marketing channels together for the benefit of their customer with The Human Race 10K.  On August 31 runners from around the world can run a 10K (anywhere they so choose) using their Nike shoes with Ipod adapter.  After they are done running they can load their stats onto Nike’s website and see how they compare to other runners around the WORLD.  Nike is also hosting runs in 25 cities around the world, so runners can participate in the group dynamics of a race.

What a cool experience for the customer.  Runners can participate, no matter where they are in the world, and they can see how the score against their peers.  What runner wouldn’t be interested in that?  And in case the runners need even more incentive, Nike will donate to one of 3 charities of your choice if you run.

Nike is utilizing email, in-store promotions, and the race day events to promote this event.  All 3 channels funnel the customer to the website for more details.  The messaging is consistent and the overall tone encourages customers to take ACTION and participate.  This is the epitome of a symbiotic marketing campaign.