November 30th, 2009
Nike has been relevant and will continue to be relevant for their brand and all the sports that they encompass. For over 3 years now they have had a Runner’s Station in New York City on the west side highway – a part of their hyperlocal RunNYC campaign. While others may have known about this, for me this is a first considering I started running again after a 10 year hiatus.
The Nike Runner’s Station is a small 1970’s-style shack, full of trail, community and product information. There’s water, Gatorade, sports bars and sports gel all for the weary runner to purchase. The best part about the Nike Runner’s Station is that there is an assortment of Nike running shoes that you can “trial”. Any athlete knows that the true test of a piece of performance gear is in the field and what better way for a runner to find the perfect shoe than to take it on the course they most frequent.
The station attendant was really knowledgable and helpful, delving into my level of engagement. He gave me critical information to the station – it’s only open from July to November with yesterday being the last day it was open. He even showed me a trail that he used to run that would be great for me to follow based on where I live.
There was also a computer on site for any online queries and connections I woudlve have wanted to make, like looking up more about the Nike Run Connect shoes and iPod widget that shares your running stats with your social networks. I didn’t want to look into it further right then because I just wanted to get back to running.
All in all the Nike Runner’s Station is possibly one of the best niche hyperlocal branded popup shops I’ve ever seen. Leave it to a leader in a category to show the competition how it’s done. Take note and think outside the box like Nike did.
Posted via email from db’s digital branding database
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November 10th, 2009
A strong brand pays attention to details. A smart brand connects with the connectors in memorable ways that may not be readily quantifiable. A savvy brand knows that there are many factors involved in making something a hit or miss. Motorola is all of these and more when it comes to Droid.
On Android day, Cake Group put together an amazing event for Motorola’s Droid release. Their efforts went beyond the day of with connecting with various influencers beforehand to seed articles after the fact.
The branding brilliance comes into play with the attention to details. Customized shortened urls were created just for the event:
Press Release for Droid: http://bit.ly/MotoDroid
Link to Droid specs/product info: http://bit.ly/MotorolaDroid
Pictures from last night: http://bit.ly/MotoLaunchParty
The invitation was elegant, simple and overall top-notch:
What really set them apart was Motorola’s use of Foursquare in a relevant and timely way:
If that wasn’t enough, the piece that pulled it all together was the fact that the launch party took place in Morimoto, the famous Japanese restaurant. MoriMOTO, MOTOrola - very slight but very intentional and very effective.
With Motorola the attention is in the details. At every turn there was a robot, or droid, to reinforce that we were there in fact for the DROID launch. By the end of the party none of the robot droids were left, as they were almost as coveted as the DROID itself. Another small detail was the DROID branded photo-booth downstairs, which came with props like a giant inflatable 90’s-era cellphone and a raygun, as well as an alien backdrop.
Attention to details doesn’t stop after the party: I have it on good authority that Cake Group also added tips to every Verizon store on DROID day (11-6-9) to clue people in to the new Motorola DROID. While Foursquare may not be completely mainstream yet one thing is for sure – the people that ARE using advanced social networking services are the ones who are buying these new mobiile computing “phones”. With the proliferation of these advanced communication devices it’s only a matter of time before everyone is using one. Until then we have companies like Motorola and Cake Group who are using branding purposefully to guide us along the way.
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