Nike takes a 360-degree digital swing at golf via branded app
May 29, 2012
The NG360 iPhone app
Nike is helping golfers improve their game with an iPhone application that uses photos, social media and location.
Nike has rolled out the app as a companion tool to the broader NG360 digital marketing campaign that also includes a microsite. The app is available for free download from Apple’s App Store.
“We are committed to the singular purpose of making every golfer better,” said Nate Randle, United States marketing director for Nike Golf, Beaverton, OR.
“Every golfer is unique and the NG360 app will allow golfers to better themselves to better the game,” he said.
“With this app, we aim to inspire, innovate for and enable golfers to become better.”
Users can view professional golfers' swings
To use the Nike app, consumers can either sign-in using a Nike account number or by syncing the app via Facebook or Twitter.
The app uses location to find nearby golf courses for users to play on. Then, consumers can record a round of golf with their scores for each hole.
As users record information, the app aggregates all data from a game and compiles the information into a chart.
Additionally, consumers can upload a photo of themselves to improve their golf swing.
Using an in-app camera feature, users first line up their swing with an on-screen grid. The app then records a video of a consumer’s swing, which can be downloaded to the app and shared to friends and family via email.
Users can then perfect their swing by watching videos of professional golfers.
The app also includes workout and exercise videos aimed at improving a user’s game.
The Nike brand is incorporated into the app under the gear tab, which showcases Nike products. Via the section, users can view videos or find a nearby dealer who sells the item.
Although the app is not commerce-enabled, it does show users exactly what tools they need to have a successful golf game.
Users can browse Nike products via the app
In addition to the app, the Nike campaign also includes a Web site that users can access with the same log-in information.
Via the Web site, users can compare their golf swings to the pros with videos.
The goal of the initiative is to show athletes how to improve their golf game, making mobile a natural place to push the campaign.
Additionally, the NG360 app walks users through every aspect of the game – including gear, workouts and detailed information to record a round of golf.
Not only do consumers most likely have their handset with them while they are playing a game, they are also using mobile as a resource to look for information.
“For golfers on and off the course, mobile serves as a tool to make it easier,” Mr. Randle said.
“It provides a richer experience so you can get more information and do more with it – the new NG360 app provides a more holistic point of view of golf,” he said.
Lauren Johnson is editorial assistant on Mobile Marketer, New York
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