The objective of this campaign was to transform the image of Nike being directed at runners, to a platform designed for everyone who wants to feel active and motivated. It also created a new consumer category which is wearable computing, and the blending of mobile apps into peoples daily lives.
Staying Active and Motivated
The Nike+ FuelBand tracks peoples daily activity, and inspires people to reach their daily goal. It was effective in helping people stay motivated and active with an easy way to track their progress. The bluetooth connection to one's phone was a success because of the endless hours that people already spend on their phone, they could easily view their daily, weekly, and monthly progress. It inspired people to take those extra steps to reach their daily goal.
The campaign helped people realize that all activity counts, and not just running. Nike used to be primarily directed towards running, but the FueldBand took them away from running and towards staying active all day long in many different and diverse ways. the campaign also displayed the many different ways people are active throughout their day, and they did not even know it. Seeing this campaign will inspire people to get the product to truley see how active they are.
Race to be the most active
Nike+ created a connection to social media by letting consumers be able to share when they reach their daily goal. This sharing was a success, because it creates competition between friends and inspires them to beat each other's goals.
First in the business
The FuelBand was such a success in creating a new consumer category of wearable computing, that it later inspired Apple to invent the Apple Watch. People enjoyed the easy access and integration into their daily lives.