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I have recently come across a story that really blew me away: “Taiwan has broken 2 world records: a whopping 49 marathons races were held in 2012 (42.195 kilometers in total). falling in 4th place only behind the United States, the United States, and Japan. Taiwan hold the highest density of runners in an area based on the ratio of population and land. Wow! That is really something.
Many friends around me have participated in some kind of marathon race. Some even already signed up for the 2013 Tokyo Marathon and are undergoing intensive training as we speak! The phenomenon is apparent.
Why did this cause such an impact on me personally? Simply because this group of lovely people, who once wouldn’t even bother, now are hot-headed to be labeled as “the lone runner in the wilds”, and posting their jogging routes on Facebook multiple times a day. “If you don’t join us, you must have been living under a rock,” they say.
Source: http: //www. iloveapps. hk/2012/06/22/nike-running/
Loving the Run? Or Loving the Attention?
These joggers all have one thing in common, and I’m not talking about they’re expensive sneakers, but they all have the “Nike+ running App”.
The Nike+ application is made to keep you motivated in your runs! Through this application you can update your status onto Facebook, plug your music in, and embark on the journey of a lone runner. Nike+ will post a message that announces your “expedition”, whereas when a friend “Likes” your status, you will hear a wave of cheers from the people rooting for you. The system also monitors your pace, speed, time, jogging frequency, and feeds them to you time to time, sort of like a personal trainer in your ear.
I cannot be sure if this marathon phase everyone is going through started from Nike+. However, it is mostly the case that, because of such application, it is much more fun to run that it used to be.
Some embrace high-tech convenience, some hold onto nostalgic personal touch
When all sports brands are associating themselves with the “High-tech + Sports” idea, there are always some that draw attention by doing exactly the opposite. That is the case of the always quirky, always edgy “Diesel”.
With the act of promoting their classic 1993 sneaker collection, Diesel rebuked the “GPS, Tracking-gadgets” theme and urges consumers to stay off the internet.
This pair of oldies not only has no GPS device embedded, it has no App related asset; yet it boasts to be “innovated from the pioneers of technology of 1993”. While taking users back to the age before the rise of the Internet, Diesel offers the opportunity to actually meet, talk and interact, face-to-face fashion, with friends again.
If you are up for it, 20 lucky individuals will have a chance of winning this pair of shoes for not logging on any online social platform (such as Facebook, Twitter, Intagram etc) for 3 days. Diesel also created a website that will automatically post a message on your Facebook wall that states: “Mika is now without any access to the Internet, but don’t be disappointed. He/She will be walking around, visiting friend… enjoying life.”
In addition, Diesel’s Facebook will bombard you with statistics that prove that “You, being online, are currently wasting your life on pointless things, such as deleting chain mails, or fantasying about being a superhero”.
Nike+ and Diesel, the former utilizing the power of community and technology, the latter encourage you to walk away from both, and embrace the feeling of a heart to heart connection. It doesn’t matter which one you prefer, because both are sending out the same central message: “Man is the reason why the debate over tech exists!”
If you are up for it, 20 lucky individuals will have a chance of winning this pair of shoes for not logging on any online social platform (such as Facebook, Twitter, Intagram etc) for 3 days. Diesel also created a website that will automatically post a message on your Facebook wall that states: “Mika is now without any access to the Internet, but don’t be disappointed. He/She will be walking around, visiting friend… enjoying life.”
In addition, Diesel’s Facebook will bombard you with statistics that prove that “You, being online, are currently wasting your life on pointless things, such as deleting chain mails, or fantasying about being a superhero”.
Nike+ and Diesel, the former utilizing the power of community and technology, the latter encourage you to walk away from both, and embrace the feeling of a heart to heart connection. It doesn’t matter which one you prefer, because both are sending out the same central message: “Man is the reason why the debate over tech exists!”
Source: nikeplus、diesel、diesel Channel (YouTube)
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About the author
Internet Marketing Observer: Mika
Born in the 60s, and enrolled in the consumer marketing industry for over a decade.
Experienced Brand Strategic Planning, Product Innovation and all the way to Product Launching and Marketing.
Follows the status of traditional marketing as well as changes in Web2. 0 and Social Media.
Blog: jabamay. blogspot. com
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