Location, location, location – consumers have embraced it, and brands are finally catching up. Well, at least Nike are. “Destroyer Burrito” is a fantastic use of location-based technology, which goes beyond the bleeding obvious (i.e. offers for check-ins).
Nike fans and followers were instructed to check in (using Facebook places) and request the “Destroyer” – which turned out to be a jacket from the new Koi Fusion range (disguised as a burrito no less). The smart move resulted in some very happy customers, and a flurry of conversations online essentially promoting the new range.
Nike gets buzz (and hopefully sells some sportswear in the process). Consumers get rewarded for their loyalty. Everyone’s a winner.
Heard this via the “always on it” Jess at the IPA chat.