Nike Hiking Boots (Augmented Reality) Marketing Campaign (Awareness …
Nike Hiking Boots (Augmented Reality) Marketing Campaign
Is a new type of technology that uses the everyday world with computer generated animations. For example the game Pokemon Go uses Augmented reality to play where it shows the outside areas or even the inside of a house with animations of different Pokemon or objects appearing throughout the game.
Augmented Reality can be used simply by downloading an App that supports and is developed with the relative software. Many games are now being developed with Augmented and Virtual Reality in mind are proving to be the future of gaming and advertising.
Augmented Reality (AR) allows the consumer to visualize the product and test it out and see if its made for them even if they do not have the physical product. Think of it as a trial or test run of the product. Without of having to run to the store and test it out.
Widely used already in various marketing campaigns AR technology is already being implemented by brands such as IKEA which allows you to take pieces of furniture and see if it matches your living space. Dulux also has an app out which allows the consumer to paint their house and see which colours match the area before going out and getting swatch samples.
Nike is releasing a new avenue to their profile. Catering as is to Swimmers,Golfers,Runners and Soccer Players. Nike is the number 1, brand in the sporting industry. Already there is a huge following of consumers who enjoy using Nike and purchase it regularly.
With this particular product, we are niche marketing since the audience for Hiking Boots is streamlined. We have to market against the biggest competitors in the industry. Such as Salomon a French brand that was established in 1947 and specializes in hiking, mountain climbing and backpacking gear.
Getting sponsorships from high profiled company in the off road market is also a great way to take the campaign. Going into partnership with Ford Rangers and Wildtrack vehicles which gives the ultimate off . road experience just like the Nike Hiking Boots.
Using the most prominent celebrities and athletes are crucial.
People who are associated with hiking, mountain climbing and rough outdoor activity is the key audience in marketing these Boots.
Short Updates about delivery and purchasing online. As well as weekly specials and updates about the applications and features of the Augmented reality App.
Once a Month
Very detailed account about all the new releases and upcoming events in the Nike Industry as well as pop up events that may be happening in the conusmers geographical area.
This type of marketing is creative in the sense that a consumer can even link this app to they're VR (Virtual Reality) goggles and wonder about getting a feel for the shoes in a made up place. This particular type of advertising can be done instore and at home so that a consumer can shop at their leisure and where they feel the most comfortable.
Developing the Nike App which can be found in the iStore as well as the GooglePlay Store. That can be played across all platforms including Andriod applications and products.
The consumer can download the application and be shown a variety of styles and designs of Hiking boots that are available.
By scanning your feet the app can then detect your shoe size and then produce an image of a rough outdoors.
Pop-Ups (Mall Intercepts)
In regards to Mall intercepts this can be a fun way to interact with various consumers by having check-in points throughout the mall. By doing this they're targeting a wide audience.
With Mall Intercepts the consumer can learn how to use the app and be introduced to the AR technology. and get more background information of the products that Nike has on offer.
Advertising using Augmented reality advertisements are very low in cost price in comparison to print media which prices are astronomical.
The interactive rate with AR advertisements are the future consumers engage more with material they can easily give feedback too. Or have an opinion that can be shared quickly and effciently.
This product if done correctly to the right audience will pave the way for Nike to introduce new Hiking gear for different types of sports growing their brand.
Since this is a new territory for Nike to be marketing in the sales opportunities are endless it's so well known that people will be immediately buying products especially with superior quality to Salamon.