2015? You Mean We're In The Future?

While surfin’ the net for potential Blog topics, I just so happened to stumble upon (No, not by using StumbleUpon) this little gem:

After shooting myself in the foot for not discovering these awesome shoes before their September 8th release, I decided to see what the Back To The Future buzz was all about. As you can see in the video, the Nike MAG is an exclusive shoe modeled after the footwear worn by Marty McFly (Michael J. Fox) in the movie Back To The Future II. According to Nike, “They feature an electroluminescent outsole, space age materials, and a rechargeable Internal battery good for 3,000 hours. And while they are not recommended for playing sports, these highly limited shoes will very likely command attention wherever they are worn.” And, to top it off, in 2015 the shoe-giant will release a pair that includes power laces. Yes, Doc Brown, Great Scott indeed.

So What, Andrew? How Does The Nike MAG Relate To Digital Advertising In The Health And Fitness Industry?

First, consider the production mastermind behind the MAG shoe—Nike Corporation. Nike has asserted itself as a leader in the market for fitness and athletic apparel, namely footwear. We all grew up with the Nike “swoosh,” and when most of us think of superior shoes for athletic performance and exercise, Nike usually sits at the top of the list.

The second, and most important, reason for my discussion of the MAG shoe pertains to Nike’s approach to marketing its new product. The company has obviously done its homework, and has developed a marketing plan for the MAGs that properly addresses what us marketers like to call "The 4 Ps Of Marketing"—Product, Price, Place (Distribution), and Promotion. Nike’s success in the product area speaks for itself, as indicated by the MAG’s distinctive, futuristic design that has appealed to many buyers around the world. Product aside, Nike’s unique, entirely online, and completely digital approach to the other 3 Ps—Price, Place, and Promotion—warrants further analysis.

Price and Place

Rather than utilize typical brick and mortar stores, magazines, or even online retailers, Nike has employed another means to price and sell the MAG shoes: E-Bay. In total, Nike has created 1,500 pairs of MAGs, and will auction off 150 of them per day throughout a specified sales period, which began on September 8, and will last until September 18. To obtain a pair of the coveted McFly moccasins, simply place the winning bid on E-bay. 100% of the proceeds will benefit the Michael J. Fox Foundation For Parkinson's Research, thus allowing Nike and its sponsors to fulfill their goals for corporate philanthropy. Oh yeah, if you do decide that the Nike MAGs are for you, prepare yourself to spend roughly 2-4 thousand dollars for a pair. At the time of this writing, most bids held a value of over $2,000, with some in the $6,000 range. But don’t let that scare you away, as Nike has decided to offer complementary, free shipping with each new purchase!

Promotion

Can't Get Enough?
Visit The Nike MAG Online Gallery!

Like its approach to pricing and distribution, Nike has developed a promotional strategy for the MAGs set apart from most other marketing tactics. Instead of relying on traditional media outlets such as television and print, Nike has generated both a microsite (basically a mini-website) and a Youtube account for its new footwear release. The microsite—Back4TheFuture.com—is a work of art in and of itself. Upon entry, users may opt to watch a short ad about the shoes (shown above), or obtain direct access to the actual site. Upon reaching the home page, visitors can view a banner modeled after the timer in Doc Brown’s DeLorean time machine. The clock displays the current date and time, the number of remaining pairs of shoes left in the auction, links to “Bid Now” or “Donate,” and an interesting AM/PM switch, which changes the site’s appearance from light to dark, and vice versa. Another innovative feature of the microsite is its interactive background. Rather than choosing a simple color, picture, or some combination thereof, Nike has utilized a constant video loop of various individuals who stop and regard a displayed pair of the MAG shoes with awe, including a young girl, security guard, a thief, and even Doc Brown himself. Via links at the bottom of the microsite, users can also enjoy instant access to the E-Bay website, the Nike store, and various other web pages that describe both the MAG shoe and the Michael J. Fox Foundation.

Here's a little screenshot of the microsite home page:

How many Gigawatts, Doc?

To support the BackForTheFuture microsite, Nike has also created a Youtube profile for the MAG shoes. The account hosts the short commercial shown above, videos that provide an up-close look at the shoes and their history, as well as a short spot from actor Michael J. Fox. Apart from actual videos, the MAG Youtube page also gives users the opportunity to proceed to the E-Bay auction, the Back For The Future microsite, and the Michael J. Fox Foundation For Parkinson’s Research.

As expected, Nike’s online campaign for the MAG shoes has also enjoyed extensive (free) coverage and Word of Mouth on Social Media outlets such as Facebook and Twitter. Facebook Fan Pages for the MAG footwear abound, and the E-Bay auction page has earned approximately 60,000 Likes. I guess some consumers really do "like" to spend more money in one sitting than most of us can shake a stick at.

Twitter has also produced buzz for the MAG campaign, as seen by the ecstatic celebrity Tweet below:

All in all, I must tip my hat to Nike. Not only has the world-wide corporation met an apparently unmet consumer need with the Nike MAGs, it has also employed an innovative marketing strategy to price, promote, and distribute its limited edition shoes. Now if only I had the opportunity to buy a hoverboard…

Andrew’s Advice-Training Tips, Nutrition Notes, and Health Habits

Training Tip/Nutrition Note (September 16,2011):

Find something that motivates you to succeed.

Starting a new fitness plan or nutrition regimen requires both hard work and discipline. To help you ensure that you take the steps towards success, find a goal that motivates you to stay on track. Choose something that pertains to your life personally, and use that as a fuel source when things start to get bumpy. Whether it is a weight loss target, a running/biking/swimming PR (Personal Record), bench press goal, or just a general health objective, having a desired end in mind will keep you both focused and inspired.

Feeling a little sluggish today? Then watch the following video that the crew at Spartan Race posted on their Facebook profile in early August; it will certainly give you the boost you need.