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Unit 9: Creative Product Promotion- P4, D2
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P4 explain the reasons behind the choice of media in a successful promotional campaign D2 evaluate an existing, national marketing campaign.
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UNIT 9: CREATIVE PRODUCT PROMOTIONSP4: explain the reason behind the choice of media in a successful promotional
campaign.
D2: evaluate an existing, national marketing campaign.
NIKE’S POSSIBILITIES CAMPAIGN
The Possibilities campaign was created in 2013. It is a part of the
celebration of the company’s tag line “JUST DO IT” which was created in
1988. This campaign’s objective was to inspire viewers to push to their limits
and strive to reach new goals. Nike partnered will different athletes such as
basketballer LeBron James, tennis player Serena Williams, FC Barcelona
footballer Gerard Pique, boxer Andre Ward. It was meant to tell people that
anyone can be one of these celebrities if they just believe themselves.
A series of Nike+ Running and NikeFuel challenges were created. The
Challenges feature on the Nike+ Running app allows runners to set a distance
goal, invite Nike+ friends to join and race to the virtual finish line. Users can
determine the Challenge’s name, mileage goal, time period and participants,
and a new chat feature allows friends to encourage each other and share tips
throughout the Challenge. Runners can stay motivated by checking the live
leaderboard to track progress and see where they rank amongst their friends.
From Aug. 20-Sept. 13, runners using the Nike+ Running app can log
their Nike+ miles towards winning a once-in-lifetime running experience, as
part of Nike’s crowd-sourced Free Run concept.
http://theinspirationroom.com/daily/2013/nike-presents-possibilities/
SOCIAL MEDIA- (Instagram, Twitter & Facebook)
Taking into consideration the different aspects of choosing the best
media such as cost, coverage, target audience, focus of appeal, timing,
circulation. The advert was created at Wieden + Kennedy. It was displayed
over social media platforms, because nowadays, individuals are connected
with their smartphones on another level and it will be easier to communicate
with the different target audiences, especially teens and young adults. It also
provides a huge coverage considering how popular Nike is on the different
social media sites. Below is a table of the amount of followers on each social
media site for each account. This makes it a good choice of media for the
promotional campaign and it allowed them to reach a lot of people worldwide.
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