Who you run with this weekendNike ID
Posted: Sun Jan 19, 2025 4:07 am
Developer: KPN Springmeemet4G.nl
This form of co-creation is comparable to classic market research. For example, the consumer fills out a questionnaire about the product Grolsch Stender and receives a sample as a reward. Filling out a questionnaire in exchange for a product sample still works, but fortunately it can be more fun and effective. KPN proves this, for example, with the campaign springmeemet4g.nl .
Following the KPN commercial in which a parachutist used the 4G network, the question was whether this was actually possible. KPN therefore invited fifteen bloggers to put it to the test: does 4G also work during a parachute jump?
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What makes this form of co-creation successful? The participants in this campaign are so-called heavy users of the internet. But also important influencers, because they blogged for well-known blog sites and had a large network. After the test, they spread the buzz , which made the viral effect of the campaign enormous. The test therefore had a double meaning for KPN. On the one hand, the experience of the 4G network and its online distribution, on the other hand, fulfilling the promise from the advertisement. The principle applies here: if you are not strong (yet), you have to be smart!
Mass customizer: Nike ID
Nike IDIn mass customization projects, companies offer consumers a base product, the details of which (colors and style) they can personalize. Nike ID is probably the most famous and talked about mass customize project of all time. Nike ID is an online tool that consumers use to put together their own shoes. They have the possibility to choose the type of shoe, the color, the material and the sole. But most importantly, of course, is the 'personal ID' that the consumer can add to his shoe. See my own example above.
was launched in the US in 1999 and proved to be successful. That is why this concept was also implemented in the Netherlands in April 2002. Over the years, the possibilities hav russia mobile phone number list been expanded and focused on the needs of different consumer groups. The NikeID Facebook page shows the latest possibilities. Nike offers inspiration to customers via this page, by sharing designs. In this way, they realize a large community (2.2 million likes) and a high level of involvement among this community. This is also reflected in the amount of interaction on the page. Also read this article by Lindy Prins about the social appeal of Nike.
Despite the need for customization, the selection process should be short but powerful. Consumers do not like making choices, but want a quick and easy solution to their problem. Choices lead to process delays, which creates friction in the customer experience. You can prevent this by collecting the right information about your target group, for example via customer journey mapping . So: what are their needs and how can you respond to them? A Retail2020 study by Inretail (formerly CBW Mitex) also contains a lot of information about the current trends and needs of consumers. Definitely worth reading!
Idea collector: Make the Lays Taste Battle
An idea collector is an idea collector. It is as simple as it sounds. A producer organizes an idea competition to which consumers submit their ideas. The producer (and consumer) then determine a winner. The winning idea is put into production. The 'Make the Taste Battle' by Lays is a good example of this.
This form of co-creation is comparable to classic market research. For example, the consumer fills out a questionnaire about the product Grolsch Stender and receives a sample as a reward. Filling out a questionnaire in exchange for a product sample still works, but fortunately it can be more fun and effective. KPN proves this, for example, with the campaign springmeemet4g.nl .
Following the KPN commercial in which a parachutist used the 4G network, the question was whether this was actually possible. KPN therefore invited fifteen bloggers to put it to the test: does 4G also work during a parachute jump?
Accept cookies
What makes this form of co-creation successful? The participants in this campaign are so-called heavy users of the internet. But also important influencers, because they blogged for well-known blog sites and had a large network. After the test, they spread the buzz , which made the viral effect of the campaign enormous. The test therefore had a double meaning for KPN. On the one hand, the experience of the 4G network and its online distribution, on the other hand, fulfilling the promise from the advertisement. The principle applies here: if you are not strong (yet), you have to be smart!
Mass customizer: Nike ID
Nike IDIn mass customization projects, companies offer consumers a base product, the details of which (colors and style) they can personalize. Nike ID is probably the most famous and talked about mass customize project of all time. Nike ID is an online tool that consumers use to put together their own shoes. They have the possibility to choose the type of shoe, the color, the material and the sole. But most importantly, of course, is the 'personal ID' that the consumer can add to his shoe. See my own example above.
was launched in the US in 1999 and proved to be successful. That is why this concept was also implemented in the Netherlands in April 2002. Over the years, the possibilities hav russia mobile phone number list been expanded and focused on the needs of different consumer groups. The NikeID Facebook page shows the latest possibilities. Nike offers inspiration to customers via this page, by sharing designs. In this way, they realize a large community (2.2 million likes) and a high level of involvement among this community. This is also reflected in the amount of interaction on the page. Also read this article by Lindy Prins about the social appeal of Nike.
Despite the need for customization, the selection process should be short but powerful. Consumers do not like making choices, but want a quick and easy solution to their problem. Choices lead to process delays, which creates friction in the customer experience. You can prevent this by collecting the right information about your target group, for example via customer journey mapping . So: what are their needs and how can you respond to them? A Retail2020 study by Inretail (formerly CBW Mitex) also contains a lot of information about the current trends and needs of consumers. Definitely worth reading!
Idea collector: Make the Lays Taste Battle
An idea collector is an idea collector. It is as simple as it sounds. A producer organizes an idea competition to which consumers submit their ideas. The producer (and consumer) then determine a winner. The winning idea is put into production. The 'Make the Taste Battle' by Lays is a good example of this.