Archive for the ‘Nike’ tag

Movies, Marketing and the Evolution of Man

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evolution

What do movies and marketing have in common? Turns out, quite a bit. While my background is in fiction film and postproduction, after four years making videos in the marketing industry, I’ve realized that movies and marketing share an important common goal: emotions. The goal of marketing or branding is to emotionally connect with people, something that movies have done from the start.

Emotional connection is how innovative brands like Apple or Nike create cult followers. It’s also how films — and all forms of storytelling, really — develop followers, too. That’s certainly how I became such a big follower, fan and, eventually, maker of films.

Never was this made clearer to me than when I recently took a class on branding by Dan Formosa, an award-winning designer and design research consultant. In the class, Formosa talked about branding in the context of the evolution of the species. Just how long has branding been with us?

That depends a bit on how you define branding. One definition of branding focuses purely on the logo or mark that represents a product. By that definition scholars might put the beginning of branding at 1777 with the creation of the Bass beer red triangle. But if we think of branding as any packaged product available for public consumption, we might look back to 1100 BC, with an Indian herbal paste called Chyawanprash. Still, even then, that’s only 3,115 years ago. If modern man has been around for 200,000 years, that means we’ve been building brands for a mere 1.5% of our existence as a species.

In other words, evolutionarily speaking, we’re not built for branding. We did not evolve to love products, companies or brands.

We did, however, evolve to love people. We’re built for connection.

And this is why people gravitate so intensely to stories, because they express the complexities of human relationships. The brands that understand this are the most successful brands out there.

A brand doesn’t win people over by explaining how great its product or service is; it wins people by building human relationships with them and, in turn, humanizing the brand itself. What’s interesting is now, thanks to the omnipresence of social media, brands can engage with consumers in entirely new ways — ways that can truly focus on two-way emotional connection. Marketing can be about building relationships, telling stories and inspiring emotions in both consumers and in brands. Yup, in this new world, brands can have feelings, too.

Imagine if marketers began to think of themselves less as marketers and more as relationship coaches between clients and their consumers; imagine if we spent less time “grabbing attention” and more time nurturing it. What an emotional evolution that might be.

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The All-Star Treatment from Nike

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Nike ASG

Fans from all over the country flocked to Minneapolis in mid-July to watch the Major League Baseball All-Star Game. Between Yankees legend Derek Jeter’s last appearance and a city with such passion for the sport, the energy was palpable in the Twin Cities.

Nike was right in the middle of the action, spreading their “Future Gets Faster” message through events for young athletes and the launch of the Nike Lunar Vapor Spectrum Collection. Over the course of two days during All-Star Game week, Nike gave Minneapolis-area youth baseball athletes the opportunity to learn, train and compete, and fans of the game got some love as well.

On Monday, July 14 Nike’s Future Gets Faster baseball competition provided all-star treatment to two age groups of 220 elite athletes at Cretin-Derham Hall (Twins star Joe Mauer’s high school). The players tested their speed in running, swinging and fielding – highlighting the importance of speed in the game. Between high school and youth sessions, the young athletes got a surprise visit from Milwaukee Brewers centerfielder all-star Carlos Gomez. At the end of each age group’s session, the athletes competed for a spot in a homerun derby (complete with fireworks, of course). After their competition sessions ended, the athletes checked out the new Nike Lunar Vapor Trout cleat, which they would see on Angels all-star Mike Trout during the All-Star game the following day.

That same day, baseball fans at the Nike Mall of America store reaped the rewards of their scavenger hunting skills with a VIP athlete Q&A experience with St. Louis Cardinals all-star Matt Carpenter. The day before, Carpenter released a tweet with clues for fans to find, photograph and tweet – all clues could be found in Mall of America. Fans who completed the hunt were rewarded with a VIP bracelet to come back to the Nike store the next morning for the Q&A. Carpenter shared his philosophy on work ethic and his appreciation for his teammates.

On Tuesday, All-Star Gameday, 20 elite high school baseball players were invited to a true insider experience to learn what it takes to develop the incredible speed that Mike Trout is known for. At the Train Like Trout event, Nike treated athletes to a full VIP experience with locker set-ups complete with apparel and footwear. After gearing up, Trout’s own personal trainer, Dan Richter, led the athletes through a full workout of speed and strengthening drills. Once the workout was over, a healthy-food truck pulled up, and athletes enjoyed a premium viewing experience for the All-Star Game, as they watched Mike Trout’s American League team kill it.

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NIKE RISK EVERYTHING – WINNER STAYS

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It’s that special time in the sports world that only arrives every 4 years, when Americans realize that the beautiful game is back and ready to fill their Summer sports malaise, where the only other news of note is the exciting stretch run of only 92 games to go in the baseball season.

To capitalize on the energy around the World Cup and the world’s most popular sport (deal with it, America), Nike launched the latest in a series of innovative soccer-based campaigns with RISK EVERYTHING: a challenge to all footballers to take chances and play with a creativity that takes the game to its highest and most entertaining level (deal with it, Spain).

To harness and amplify that creativity, NIKE developed a 4 v 4 tournament unlike any other: Winner Stays. With a unique set of rules and a winner stays on mentality that throws brackets to the curb, Nike and MKTG INC set out to the crown the best in NYC amidst concrete arenas in the heart of the city.

Nike Risk Everything              Pearl St. Plaza – Brooklyn Qualifier                                            Pier 26 – Manhattan Qualifier

Over 680 players and 120 teams battled it out at the Brooklyn and Manhattan Qualifiers for a chance to advance to the Finals. Set against iconic, unexpected locations in the two boroughs, the events drove home the city-based inspiration with locally relevant artists and food trucks. With 5 teams from each Qualifier moving on to the Finals, it was time to prepare for a championship setting unlike any other.

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With the flight deck of the USS Intrepid playing host to the Finals and conjuring up memories of one of the best NIKE Soccer campaigns of all time, the Risk Everything mantra reached a fever pitch (pun intended), as players battled it out in front of 1,100 fans. The NY Finals were held first, as the top 10 teams from the qualifiers fought to be crowned the NY Champion. After The Wild emerged victorious, it was time to take on the LA champion (who had been flown in for the evening) to be crowned the best in the USA. As a precursor to the Stanley Cup Finals, LA (got lucky and) took home the victory. Finally, a trophy celebration amidst a 3-minute firework show that would wow even the boldest of pyros brought the Winner Stays tournament to a close.

Nike’s campaign for creativity and boldness keeps rolling as the World Cup kicks into high gear, and with the Group Stage on pace to provide the highest scoring tournament of all time, it seems like the world has heard the message.*

*Unless you’re from Spain. 

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What’s In Your Wallet?

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DR 2DAN ROGERS | ACCOUNT SUPERVISOR

Have you looked at your business card recently? If not you should. MKTG INC’s cards are known for their unique perspective and purpose (the latter being expressly to embarrass their bearer, natch). In our new column Business Cards Explained, we take a look at the business cards of our coworkers and hear the stories behind them. Get ready to blush.

They say it all began for Dan with a casual hand slap with Michael Jordan.
Not sure who ‘they’ are but I always liked that the first line of my business card kind of makes me sound like a stalker who got smacked by MJ (couldn’t we just say high five?).  The truth is the Bulls were playing an exhibition game against the NJ Nets in the Carrier Dome in Syracuse where I grew up, and I was lucky enough to get tickets right by the Bulls tunnel.  I high-fived him on his way out to the court and think I just stared at that hand for the rest of the game (a la Peyton Manning in that epic Mastercard commercial).  I also high-fived Bill Cartwright but somehow that copy ended up on the cutting room floor.

To compare that pivotal moment in Dan’s life to Michelangelo’s “Creation of Adam”, is way out of bounds, but nonetheless, that courtside half-second experience changed him forever. 
I remember saying I was never going to wash that hand again but thankfully that wasn’t the change they’re referring to.  This sentence seems like one of those ‘Not to throw anyone under the bus…but that’s exactly what I’m going to do’-type statements.  We’re not saying it was as important as the “Creation of Adam”…but that’s exactly what we’re saying.

And ever since, Dan became not just competitive but clutch.  If there are 2 clicks on the clock, you want the ball in Dan’s hands.
When I first got this card a number of my friends asked if this was referring to beer pong.  Not sure what that says about my hobbies (or my friends)…

When he’s not making last second victories from certain defeat, Dan can be seen and heard yelling at certain Big Ten rivals.
As a Michigan grad this comes naturally but this line actually had to be edited from the original copy.  There were a couple of specific schools called out (I’ll let you do the math) that I actually started working with as part of our NIKE activations.  Meeting new partners with the promise of me yelling at them didn’t seem like the best move.

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Super Bowl 2014: Nike Hall of Innovation & Training Day

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With the bright lights of football’s biggest moment shining on NYC, NIKE capitalized on the energy around Super Bowl XLVIII by creating a ‘Hall of Innovation’ in the heart of Manhattan.

Located at Moynihan Station, the Hall of Innovation was a one of a kind, football and training-based energy space created to showcase the latest in NIKE product innovation, entertain special guests and drive home NIKE’s mantra for the week: UNLEASH SPEED. MKTG INC was responsible for overall production around three elevated events in the space as part of the ‘NIKE Fast Night Series.’

The series kicked off on 1.28 with HS Fast Night, an ultra-high-energy competition that challenged students from four NY/NJ high schools to Unleash Speed in hopes of being named the fastest team in the tri-state. Participants competed in an obstacle course, 40-yard dash, tug of war, social media competition and dance contest to measure all aspects of speed as NFL stars like Tavon Austin, Rueben Randle and Jairus Byrd decided the champion. In the end,  Don Bosco Prep (NJ) emerged victorious and took home the first-ever Fast Night trophy.

To round out the programming at Moynihan, Young Athletes (1.29) and a select group of VIPs (1.31) got their moment in the Fast Night sun as well, going through similar competitions and drills allowing them to experience first-hand the latest in Nike innovation.

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TRAINING DAY

During the Super Bowl, Americans eat approximately 30 million lbs. of snacks and drink over $10 billion in beer and soda.  The next day 7 million of them call in sick.

With that insight in mind, NIKE and MKTG INC took over the days following the game to get New Yorkers moving and out of a post-Super Bowl slump. On Day 1, we headed to PS1 and PS218 in the Bronx, and motivated kids to move with a workout from NIKE Master Trainer Holly Rilinger. NY Giants WR Victor Cruz joined in the action at PS218, adding some football-based star power to the movement.

On Day 2 it was time to hit the commuters, as we popped up with coffee trucks at 3 high-traffic locations (Washington Square, Union Square, Penn Station).  With the enticement of free coffee/hot chocolate and a NIKE tee, ambassadors motivated consumers to complete a series jumping jacks or squats to get moving in the early morning. We followed up our commuter activation with gym takeovers at BRICK NYC and Barry’s Bootcamp, where consumers were seeded with Training Kits featuring a NIKE+ Fuelband and NIKE gift card as a reward for their commitment. WNBA superstar Skylar Diggins rallied troops at Union Square and Barry’s, as NIKE and MKTG INC laid the foundation for activating beyond the final whistle.

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You Down With NTC?

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Blue Monday, which fell on the 20th of January, has been dubbed the most depressing day of the year. It’s allegedly the day when people give up on their New Year’s resolutions and get back to their old habits. Luckily, this year New York and DC modern girls of fitness were given the opportunity to get after their fitness goals with Nike Training Club and a week of daily doubles. There were daily morning workouts with the N+TC app, afternoon workouts at the trendiest studios in each city, and rewards for all the participants such as blowouts or pedicures. It’s safe to say these women were pampered.

To top the week off, on Saturday night in New York City, the NTC took over the American Museum of Natural History Hall of Ocean Life, aka the Whale Room. Nearly 200 ladies experienced A Night at the Museum as they took on a 45-minute NTC workout led by two Nike master trainers – Rebecca Kennedy and Traci Copeland. As the workout wrapped, the exhibits surrounding the giant blue whale lit up and Prosecco was passed. The perfect celebration to end an epic week.

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MKTG INC Continues Growth With Hires in Chicago and NYC

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Charlie Horsey, Chairman and CEO, announced today that the company has added key staff positions in the company’s Chicago and New York offices.

Scott MalagaScott Malaga joined the Chicago office as Senior Vice President of Business Development. In his new role, he will lead the company’s Midwest business development efforts and provide sponsorship consultation for clients. Malaga has more than 15 years of experience in sales and sports marketing, with previous positions including Senior Vice President of Strategic Partnerships for Intersport and Vice President of Corporate Partnerships with the Chicago Fire. Prior to that, he spent more than a decade selling and managing college sports media and activation.

Malaga received his undergraduate degree from Cornell University, where he was a first team All-Ivy running back and was inducted into the Cornell Athletic Hall of Fame in 1999.  He received his Masters Degree in Sports Administration from Ohio University. He and his wife live in Elmhurst, IL.

Ryan CarterAlso new to the Chicago office is Ryan Carter, who joined the MKTG INC team as Vice President, Client Service. In his new role, he will manage relationships with brand partnerships in the Midwest and beyond. He has more than 15 years of experience in creating unique consumer engagements for some of the world’s most recognized brands.

Most recently, Ryan worked on Nike’s Central Territory Brand Team, where he was responsible for bringing Nike Running to life in a 22-state territory, including marquee events like the Bank of America Chicago Marathon. Ryan also led a cross-functional team that launched Nike+ in 2012. Prior to Nike, Ryan worked in leadership roles at Intersport, DePaul University Athletics and the American Junior Golf Association. Ryan is a graduate of University of North Carolina-Chapel Hill and resides in Oak Park with his wife, Molly, and their two children.

Katie_Kirby_1In the New York office, MKTG INC named Katie Kirby to the newly-created Director of Communications position. In that role, she will spearhead the company’s communications and public relations efforts.

Katie brings 15 years of experience to MKTG INC, ranging from grassroots marketing to global brand promotion in sports, spirits and hospitality. Most recently, she managed integrated communications programs at DKC Public Relations in New York. Prior to that, Katie worked at Beam, Inc. in Deerfield, IL, where she oversaw global PR outreach for Beam’s vodka, rum and tequila brands. Katie previously worked as Director of Public Relations for the Chicago White Sox, where she managed PR efforts for the team’s marketing, community relations and sales initiatives, highlighted by the team’s World Series Championship in 2005. Katie serves as the Vice President of Marketing for the Public Relations Society of America (PRSA)’s NY Chapter. She graduated from Ohio University with a degree in Journalism.

“This is an exciting time for MKTG INC, and these new hires reflect our growth and ongoing expansion.” said Horsey.  “Coming off of a summer where we executed dynamic programs for partners including Nike, Diageo, NBA, MSNBC, Proctor & Gamble and others, MKTG INC is continuing to deliver exciting, innovative programs to clients in the US and abroad.”

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Enter: Nike Montauk Project

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971019_10151710611812976_1036652111_nPhoto Credit: Nike Montauk Project Facebook Page

Getting bored in the dog days of summer? Let Nike take you away to the Hamptons for the weekend.  Ok, ok…there is just one catch.

Yes, Nike will whisk 14 running enthusiasts to the Hamptons each weekend in August (until August 18th) for a three-day intense fitness and wellness boot camp aka Montauk Project. The mission is simple: Get Moving. Get Faster. Get Stronger. While Nike is the forerunner in future footwear technology, this experience is not affiliated with time travel nor the infamous Project Montauk.

How do you get an invite? Strap on some sneakers, Nike Free FlyKnits preferably, and join Nike Run Club for your chance to enter Montauk Project.  To qualify for entry, participate in any of the Get Fly program events with at least 3,000 NikeFuel. The experience includes runs on the beach, paddle boarding, massages, lifestyle and nutrition pointers, exclusive workouts with celebrity trainers and plenty of Nike gear! Can it get any better than that? Nope.

Stay tuned for the next Nike Running experience and click here for more information on Montauk Project.

Written by: Raegan Morgan

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Written by Admin
Admin

August 13th, 2013 at 2:37 pm

NIKE Shows NYC How to #TrainFree

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On June 19th, MKTG INC and Nike showed NYC what it means to #TRAINFREE. 5 teams, each led by a Nike trainer, took to the streets of Brooklyn for high intensity workouts in some of BKs most iconic locations.

To kick off the night, the group headed to Brooklyn on their own Nike branded ferry, crossing the river as the sun begin to set on the NYC skyline. Celebrity trainer to the stars (Beyonce, Rihanna, and Alicia Keys to name a few), Ary Nunez, issued a challenge to the teams: earn more Fuel than your competitors. The teams took over Williamsburg Bridge, Brooklyn Bridge Park, Pearl Street Plaza and the Manhattan Bridge Archway decked out head-to-toe in Nike and the new Free Bionic shoe.

With 30 minutes of hard work behind them, the teams headed back over the river for an after party at Beauty and Essex. NY Giants RB David Wilson (best known for his back flip skills) met with the ladies and congratulated the winning team while the ladies ate, drank and danced the night away.

Written by: Lauren Koenig

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NIKE UK 10K #weownthenight

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Ready, Set, OWN IT!

Ready, Set, OWN IT!

On May 18th, Nike and MKTG INC came together to host the women, and a few men, of London in a night time 10K run.  The scene was set in East London’s Victoria Park and by 6pm the Event Village was open and a sea of orange came pouring in.  Runners were offered a pre-race experience unlike any other.  Whether it was getting your nails done in the Elle Magazine tent, a personal Nike+ experience in the Nike tent or getting the proper warmup lead by Nike NTC Trainers, these runners were ready to OWN IT.

"Who is ready to own it?"

Who is ready to own it?

Team GB runner Perri Shakes-Drayton set the girls off and as the sun went down the course came to life.  LED screens spread words of motivation, DJ’s played that song that pushes you a bit harder and family and friends wildly cheered.  All of this pushed women to the finish line where they could then let their hair down and really “Own the Night”.  With a glass of Prosecco in one hand and glowsticks in the other, runners danced and sang the night away.  At the end of the night runners left Victoria Park saying, “NIGHT OWNED!”

"NIGHT OWNED!"

NIGHT OWNED!

Photo credit: Getty Images

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Written by Carter Parrish
Carter Parrish

June 20th, 2013 at 10:27 am