12. Goal:
get new active runners into contact
with Nike+ as brand and as product
reactivate existing Nike+ runners
expand the network of Nike+
ambassadors
start conversations around Nike+
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14. Give a well-chosen group
of bloggers a
brand experience.
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15. Approach:
select the right bloggers
listen to their feedback
facilitate them to spread the message
keep the conversation going
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30. Blogs
120 blogposts (expected 20)
Nike+ widget integrated by each
blogger
valuable feedback
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31. Twitter
180 tweets
5 active Twitterati, average of 280
followers
interaction between Bloggers and
followers about brand and campaign
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