Nike created a three-city event to promote Nike Training Club, which included promoting their N+TC app for iPhone and Android, providing consumers with workouts, progress tracking, and motivation.
Nike didn’t have a way to digitally track attendee activities at the Training Club events in an easy, streamlined manner. They wanted to gamify the interaction and allow Nike brand ambassadors to check in and assign points based on consumer activities.
Our Task: Digitize Your Brand provided to Nike branded TapCards that were embedded with Near Field Communication (NFC) technology, and given to attendees upon registration. Attendees then visited various areas at the event and their TapCard was tapped against NFC-enabled smartphones that were held by brand ambassadors. This then recorded activities such as bringing a friend, working out with the N+TC app, tried a product and more, which were accumulated in their profile. Nike could then access this information in a dashboard (shown) to assign points to the various activities so that attendees could be awarded prizes for their participation, providing another touch-point opportunity for Nike after the event.
The TapCard can be made out of long-lasting plastic or heavy stock paper cards. They are printable with any image and typically text, letting users know that it is tappable. TapCards can be die-cut into any cool shape, such as your product, logo, icon or anything that drives home the idea behind the marketing campaign. Hand-held NFC-enabled smartphones or tablets can be used, or can be added to a kiosk with branded faceplate, allowing users to self-service. Marketers and other project owners have access to a dashboard (shown) for reporting of real-time customer engagement data, down to the geographic level
Results that count:
Nike was able to digitize and track user engagement across 3 cities creating a way to easily track the user experience and provide themselves valuable data that was otherwise not available with the TapYourBrand TapCards.
The ability to add more value and understanding at your events of your users experience is a must these days. More C-Level executives are demanding that marketing and sales provide ROI from events and shows. If your looking for turn-key ways to digitize your events and provide not only a better experience but get better data than TapYourBrand is the choice