Cannes Lions

NIKE+ ONLINE

DDB GERMANY HAMBURG / NIKE / 2008

Overview

Entries

Credits

Overview

Description

The Challenge: Increase awareness and number of registered Nike+ users. Strengthen Nike's position as runners' brand.

Execution

The Solution: We gave birth to Miles - an unheard-of, three-dimensional widget, acting as "Your Personal Trainer". He lives on your desktop, encourages you to run and comes with interactive tools such weather forecast, running news and even with an integrated RSS Reader. Via Nike+ Miles is directly connected to your running shoes, knows on which days of the week you love to run and also takes track of both, your goals and challenges with running opponents. As a result, Miles serves as a true added value for all registered users and is a likable testimonial for Nike+.

Outcome

Results: 8,000 unique visits in one single month. 7,900 users downloaded the Miles widget.

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