While most companies spent the Super Bowl season trying to outdo one another with flashy commercials, Nike chose to get up close and personal with its fans by launching its 'Nike Speed Drops' promotion.
With help from the agency R/GA, Nike sent three luxury vehicles to the homes of Nike+ members in San Francisco. The vehicles carried legendary athletes such as Todd Gurley, Chris Ivory and Latavius Murray, who then presented each super fan with two pairs of Nike shoes. The kicks in question were the Vapor Untouchable 2 cleats and a limited-edition pair of Air Force 1 Precious Metal sneakers. As one would expect, the stunt proved to be a hit among many Nike+ members.
The Nike Speed Drops promotion demonstrates how brands can reach consumers on a more personal level by directly interacting with and rewarding those who have proven to be loyal customers.