In the run-up to this year’s Immortal Awards, our jurors will each select an ad that they believe deserves the title of Immortal. Jason Xenopoulos, CEO, NY and chief creative officer, North America at VMLY&R, is the latest juror to pick their most immortal ad. He's gone for a genuinely revolutionary brand experience...
Nike+ Running Platform (R/GA, 2006)
Nike+ was more than just an ad. It changed the sportswear category, the overall marketing and advertising industry, and mainstream culture as a whole.
In marketing terms, Nike+ was a groundbreaking branded-utility that signalled a universal shift from campaigns to platforms. It helped catalyse a new era of brand and customer experience by augmenting Nike’s products with digital services. The Nike+ running platform was one of the first truly connected customer experiences that demonstrated how brands could use technology to transform “adverts” into value-added experiences.
In addition to being groundbreaking from a business and marketing perspective, it was also groundbreaking in culture. It was one of the first clear and exciting articulations of a societal shift into what has become known as the “Quantified Self.” It helped to change the face of sport, fitness, and health and wellness as a whole, while revolutionising the definition of a brand experience.
Entries are now open for The Immortal Awards. Little Black Book members have up to five free entries (depending on their membership). The deadline to enter is September 9th. Members should visit the submissions page to complete their entries, whilst non-members can join LBB here.