Nike shifted from selling shoes to selling an activity: running. The NRC app does not just advertise shoes; it coaches users through runs. The marketing is the run itself. By tracking progress and providing community challenges, Nike embeds itself into the daily routine (activity) of the consumer.
While often used interchangeably, Activity Marketing differs from general Experiential Marketing. Experiential Marketing might involve a consumer sampling a product in a passive setting (e.g., tasting a beverage). Activity Marketing requires the consumer to engage in a process, skill, or journey (e.g., learning a mixology class hosted by the brand). The key differentiator is the level of investment required from the participant. activity marketing
Ensuring that marketing activities are socially integrated across every platform a customer visits. 3. The 3-3-3 Rule for Streamlined Activity Nike shifted from selling shoes to selling an
By incorporating activity marketing into your overall marketing strategy, you can create memorable and engaging experiences that foster a deeper connection with your customers and drive business results. Activity Marketing requires the consumer to engage in