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Great Experiential Marketing: Nike’s secret vending machine

By Joss Davidge

Nike may well have started a bit of a frenzy in New York this summer by installing a vending machine that gave out free goods in a secret location.

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The sportswear giant’s secret vending machine went by the name of ‘Nike+ FuelBox’, only dished out Nike gear, and didn’t accept cash. In a bid to encourage people to don the Nike+ FuelBand and get active, the goods could be redeemed with the activity points amassed on the bands.

The brand used its Twitter page to encourage participation; by tweeting hints about the machine’s location, the brand sent its aficionados on expeditions around New York in pursuit of free Nike gear.brand_experience_experiential_marketing_nike_s_secret_vending_machine_2

The brand used its Twitter page to encourage participation; by tweeting hints about the machine’s location, the brand sent its aficionados on expeditions around New York in pursuit of free Nike gear.

The Nike+ FuelBox is no longer there, but cleverly continuing the engagement Nike has reminded its followers to “keep moving for when it shows up next.”

The unexpected benefit of getting free stuff just for being active is a nice way for Nike to reinforce its association with a healthy lifestyle. This isn’t the first time we’ve seen a brand align itself with an active lifestyle to reach out to consumers - Jamba Juice’s YouTube Dance Off  is a perfect example of this, and the exercise-driven campaign also got people talking all about the brand on social media, too.

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