The Nike 'Game On, World' campaign aims to demonstrate how using Nike's high-tech fitness tracking systems can help push athletes to work harder and achieve their goals. Likening athletics and sports to video games, the campaign features a promo spot that has athletes running and jumping across buildings the way a video game character like Super Mario would.
According to Nike's YouTube channel, "Sport is the ultimate game, and athletes are the ultimate players... The more you play, the better you get." This notion presents itself in the Nike 'Game On, World' campaign through its emphasis on integrating technology with its high-performance sports shoes. For instance, athletes can track their workouts while wearing the Nike+ Pressure Sensor and shoes such as the Nike Lunar TR 1+.
Gamification is becoming prevalent in marketing and advertising, and now Nike demonstrates how everyday activities -- such as your exercise routine -- can be gamified.
Key Themes Behind This Trend
- Gamification of Exercise
- As seen in the Nike 'Game On, World' campaign, gamification of everyday activities such as exercise is becoming a popular trend in marketing and advertising, creating opportunities for innovative fitness technology.
- Virtual Fitness Challenges
- The integration of virtual video game-like challenges into exercise routines, demonstrated in Nike's campaign, presents an opportunity for the fitness industry to develop new and engaging workout experiences.
- Technology-integrated Athletic Gear
- The use of technology in athletic gear, like the Nike+ Pressure Sensor and Nike Lunar TR 1+ shoes in the 'Game On, World' campaign, represents a growing trend in creating innovative athletic products.
Where This Applies
- Fitness Technology
- The trend toward gamifying exercise routines, demonstrated by Nike's campaign, presents opportunities for the fitness technology industry to develop new products and services that incorporate elements of gaming into fitness tracking.
- Athletic Gear
- The use of technology integrated into athletic gear and shoes, highlighted in Nike's 'Game On, World' campaign, presents opportunities for the athletic gear industry to innovate and offer new products and services with added value for athletes.
- Marketing and Advertising
- The use of gamification in marketing and advertising, exemplified by Nike's campaign, presents opportunities for marketing and advertising industries to create engaging campaigns by adding elements of gaming and virtual reality to promote products and services.
