Nike+ dashboard screenshoot

Perhaps the best consumer example of digital’ promises–to bridge concepts and ideas to usable form. Just brilliant. From R/GA’s site on Adeek’s Agency of the Decade award:

Digital Campaign of the Decade: Nike+
If there was a knock against Nike Plus from the ad world, it was what it wasn’t: an ad. Which was, of course, the point. Created in 2006, it defined how a brand can build a self-sustaining platform by giving customers an easy tool—a chip in their shoe that connects to their iPod music player—to track and share their training progress. Nike Plus takes “Just do it” and actually helps runners get it done. Since its launch, Nike Plus runners have logged more than 100 million miles—enough for more than 400 roundtrips to the moon. It’s little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008. Along the way it created something for brands to aspire to: a product experience that reinforces the brand message.

Full Adweek article.

The RoadShow is an impressive event, both as a collection of the commercial-pop-culture-shaping czars and as a classic model for The Business Creative. As my first year attending (I’ve known of the event for years, having had worked as a vendor to The LA Office many years ago), I have to admit, I’m pretty damned excited. High and large expectations. I’m looking forward to answering questions like:

• Why is the Hollywood experience relevant to the design business?
• What can design and communications firms learn from Hollywood, and vice versa?
• How are the challenges and opportunities for entertainment (dis)similar to other businesses?
• Who can drink the most beer at the wrap party?

Look forward to a full report afterward.