In my forthcoming book, I take a look at how Nike has increased sales by tapping into social community marketing initiatives. Instead of simply shoveling more TV and print ads down our throat, Nike is instead shifting its marketing budget to non-traditional channels.
The NYT has a great summary of Nike’s “Nike+” effort to engage runners and get them to connect and compete with each other. In conjunction with Apple’s iPod, runners can time their laps, download their progress, and keep track of how their friends are doing–all without forceful participation by Nike.
This use of social media is helping Nike to better allocate its marketing budget.