Running for credit: Nike gets Mexicans going

Mexico – Sometimes it is difficult to find the motivation to exercise. To give its Mexican customers an extra incentive to stay healthy, Nike has launched a digital promotion as part of the #makeitcount campaign that rewards runners with auction credits in exchange for sweat.

The campaign, created by JWT Mexico, makes use of the existing Nike+ programme, which tracks a user’s run via his or her smartphone, iPod or Nike+ wristband. Each time the user goes for a run, Nike+ logs the distance run in kilometres and converts it into credits, which can be used to buy Nike products in an online auction.

Each auction lasts for 15 days and when a user is outbid, he or she is motivated to run more in order to gain extra credits.

LS:N Global is increasingly seeing examples of products and services that enable consumers to monitor their health and wellbeing. To learn more, read our Self-Quants tribe report.