by Corinne
29. April 2009 11:57
A recent video by Nike, ‘Nike Naked Running Camp’, shows a fictional group of running enthusiasts who love nothing more than to streak naked across the US wilderness.
The imaginary running camp is based in South Dakota’s Bear Butte (a genuine State Park), and group members gather every day to embark on long-distance runs wearing nothing but their favourite pair of Nikes.
It seems that sports and viral videos may have a natural connection. Eight months ago, EA Sports capitalised on social media with their Tiger Woods YouTube video.
The sports games company noticed a video clip by an EA Sports enthusiast on YouTube, ‘Jesus Shot’. It featured a glitch in their Tiger Woods PGA Tour game which made it seem that Tiger Woods was walking on water.
EA Sports’ video reply, 'Walk on Water', featured the real Tiger Woods in a scene where he apparently walks on water to take a shot from the middle of a lake.
The clip skyrocketed in popularity and is now a classic example of successful viral marketing.
Why go viral?
While it’s difficult to get right, viral marketing can be a great way to engage with customers and increase brand loyalty.
The key is to show that the company is in touch with the zeitgeist and happy to meet users on their own terms, creating a level platform for interaction.
This kind of interaction is very different from the traditional method of advertising, where the advertiser to consumer relationship automatically takes on more of a teacher/student character.
That old, one-sided approach seems increasingly unbalanced and outmoded as open interaction between brand and consumer becomes the norm.
