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Nike Fuel Band

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Submitted By bgardner
Words 3519
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EXECUTIVE SUMMARY

The present campaign is base on operant conditioning theory and the framework of consumer behavior analysis for The Nike Fuel Band. The product will replace workout logs, physical trainers and other sports accessories. The campaign of Nike fuel band targets the athletic shoe and apparel industry. Nike is known for their innovative designs and their active friendly technology within the health conscious Australian community. Nike has produced a comprehensive focused-differentiation strategy with the Nike fuel band, which is mainly comprised of gamification. Our campaign focuses on the positive reinforcement of using the Nike Fuel band and all the benefits the band can offer someone. The main goal will be to focus on Nike as a company and how create loyalty to the current customers, as well as gaining new ones. Through challenges, achieving different levels, and attaining an overall Nike + ranking, consumers are motivated to participate in physical activity, join a team, and start a challenge. In doing this, consumers see their progress and are able to track their daily activities and their calories burned during activity. It is an effective and dynamic way that Nike utilizes its target market and increases brand awareness. After watching our campaign we hope that it motivates consumers to want to purchase the Nike fuel band, as a fun way to keep active by competing, collaborating, and comparing activities with others in the Nike + network. Through this campaign, Nike will demonstrate not only why they are leaders through their products and technology, but how they strive to continue to reach consumers through friends, family and social media to indirectly increase the Nike community.

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