In response to Sydney Ren’s Make it Count blog, I believe that the Make it Count video was a powerful production that benefited Nike tremendously.
When Nike partnered with a youtube video blogger to produce a video campaign for their Fuel band product, a tracking device that tracks athletic performance, the finished video turned out to be a narrated diary of this man travelling around the world in 10 days and with a tight budget.
The purpose of this video was to show that there are different ways of being counted or having a presence in the world, and this exciting adventure was a single perspective. The content in this video screams the message “make it count” ! It’s uplifting, inspiring, motivational, exciting, all the things that make you want to live your life in the moment to the fullest of your abilities!
Not only does this creative campaign, encourage Nike customers to do exciting things in their lives and live with purpose, but it also subtly convinces customers that this fuel band product is associated perfectly with lively and adventure filled activities which lead to a healthy and proactive lifestyle.
With such a great video, Nike easily targeted segments of people with interests and values encompassing an active lifestyle, excitement and health. By doing so, Nike’s customer base expanded significantly and also created a mass exposure of the Make it Happen campaign which benefited Nike’s sales and media success.
