Nike+ shows ‘big data’ can be fun

Nike+ has sent out personalised films to 100,000 of its users, to offer inspiration for their training in 2015. The campaign, created by AKQA, uses data extracted from Nike+ to create the individual messages, but its real charm comes via some lovely animation work by McBess…

Nike+ has sent out personalised films to 100,000 of its users, to offer inspiration for their training in 2015. The campaign, created by AKQA, uses data extracted from Nike+ to create the individual messages, but its real charm comes via some lovely animation work by McBess…

Titled Outdo You, the campaign aims to remind some of Nike+’s users of all they have achieved in 2014, and challenge them to do more in 2015. The personalised films feature the individual’s running stats, as well as different weather and city backdrops depending on the user’s location. The brand has also created some generalised films, including one showing all of the Nike+ data from last year, and numerous cityscapes, as well as films for cities such as New York, Chicago, Los Angeles and Toronto (all are shown below).

Nike+ and AKQA are clearly hoping that the individual films will be enjoyed and then be shared on social media – a likely outcome, considering many Nike+ users already share their stats on a regular basis.

There has been much talk about how ‘big data’ is going to revolutionise the ad industry, but to many this remains a fairly nebulous concept. This campaign shows that if you add a bit of creative thinking to the use of data – and some good old-fashioned craft – it is possible to create personalised ads that will charm and delight.

  • Bob won’t ‘just do it’

    I’m not exactly what you’d call ‘target market’ for Nike+ (or even good old vanilla Nike). But I’m very much drawn to these little animations, with their mish-mash of references. I can’t help feeling somewhere in one of those buildings (non-flying) Superman and Astroboy are having some kind of weird Manga vs Pulp comic sushi & stake punch-up/dinner date.
    I assume the technical side was a massive headache too – so hats off to all concerned – but I can see the individualised ones being a bit of a double edged sword. Great to receive and would be the sort of thing I’d feel quite pleased at being e-mailed … until I went on twitter and saw that I was a special as the other 999,999 people who’d also received one.
    However as I noted upfront, I’m not exactly target market; Anyone who actually uses Nike+ to train want to share their thoughts? This, self confessed, lazy old cynic would be intrigued to know if it works for you or not.