Nike Says the World Is Your Playground
Nike has grown from a small Oregon based operation, to one of the most prolific sport equipment brands in the world. Their marketing team probably had something to do with that, and this email is a great example of how.
Nike’s latest and greatest has
arrived landed from a galaxy far, far away. Well at least that’s what this email makes me envision. Imagine a spaceship landing, smoke billowing, and the door slowly opening to reveal a bright light, as five shiny, floating wristbands emerge from the blinding light. Part of the reason why I picked this email for the inspiration series was that it got my imagination going. There is no smoke, spaceship, or motion but it still got me thinking, and that to me is what captivation and engagement are all about. Aside from the imagination, this email has some impressive (more tangible) characteristics as well.
For one, the email is very short and to the point, but also does a good job of simultaneously communicating with two segments. The first segment is already familiar with the product and has been waiting for a reason to buy. Nike is hoping that this limited edition opportunity creates the motivation and sense of urgency they’ve been looking for. The other is a first time, or fairly unfamiliar, consumer who knows the Nike brand, but isn’t sure exactly what this specific product does. Note the two call to actions, clearly with the click to purchase option being the more prominent of the two, but the “learn more” link following closely behind.
I also like how the email places so much emphasis on the product, and provides a detailed view of the design through a large, multiple example, image. It’s all just very cool, clean, and fresh. Pretty much all the characteristics you’d want to promote your newest, limited edition offer, and I’d be willing to bet they had plenty of takers.
The email also leverages some of the Olympic hype by promoting Nike’s gear that will help you to support team USA. The subtle use of gold is also a nice touch (maybe they are trying to say “we equip winners?)
Props to the (legendary?) marketing team over at Nike for an awesome email.