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Using Your Subscriber Base to Drive Awareness

January 23, 2007

Now we can take this down the path of "Viral Email Marketing" but in essence this was a simple campaign Nike used to drive awareness through online word of mouth to new people that might not be subscribed to the Nike.com emails. You would think that anyone in the Portland area (where Nike is HDQ'd) would be subscribers, but I am sure they are not. Not everyone, to Nike's discontent, is a fan or user of the Swoosh.

But as a fan of the brand and what they are doing with their understanding of online campaigns, I found this to be a well executed camaign. I even found myself clicking through to see if I needed a pair of these new Techno shoes to join Sunyi on her 3 mile a month challenge. (we could all use them with the rain, snow and indoor lockdown we are currently in... how many walks from her desk to mine would it take to hit 3 miles? Guess it depends on the week's work load)

Think about what you can do to create some interesting ways to drive your subscriber base to share your messages and help increase the reach of your campaigns. We believe in ALWAYS adding send to friend capabilities in any campaign site or even web site for that matter as you never know who will help to drive your goals. After all Time Magazine named "YOU" as the person of the year.