In 2010, Nike launched the Nike+ app, which allowed runners to track and share their paths via Twitter and Facebook. But it wasn’t only the transparency to running routes that made the interaction compelling.
The key interaction was this: When a user online “liked” your path while you were running, you would hear cheers and applause in your headphones thanks to an integration between the app and Facebook. This one feature gave users the ability to give something to each other without the brand being directly involved. Nike itself didn’t do the giving; it simply enabled a platform for fans to engage deeper within the community with other fans.
It’s been several years now since this experience debuted and yet few have replicated a similar experience at this scale, despite its powerful appeal: the giver feels empowered for giving the item, and the taker feels the thrill of getting a surprise from a friend or stranger. [Read More]