Nike+ Miles
Award: Wood Pencil
Wood Pencil / Direct / Digital / 2008
The challenge: Increase the number of registered Nike+ users and strengthen Nike’s position as the brand for runners. The solution: We gave birth to Miles, a three-dimensional widget acting as ‘your personal trainer’. He lives on your desktop, encourages you to run and comes with interactive tools such as weather forecasts, running news and even with an integrated RSS reader. Via Nike+, Miles is directly connected to your running shoes, knows on which days of the week you love to run and also keeps track of your goals and challenges with running opponents. Hard facts for Germany: 8,000 unique visits in one single month. 7,900 users downloaded the Miles widget.
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