It stuck a very personal chord. Doing my MBA at Rotterdam School of Management, Erasmus University, I was one of a small handful of women in a class of about 100 people. The professors’ speech defaulted to “he” and “him” for everything – I started raising my hand at every opportunity to point out the inherent “otherness” this created, for the female students; and also how is feeds the unspoken attitude that the default is male, and women are just add-ons and afterthoughts.
My suggestion to have one day – just one – where the language defaulted to “she” and “her” (but we mean you too, men!) was met with truthfully, eye rolling and some mockery.
That was 30 years ago, and the memory of it still stings.
I wish VR had been around then, to expose the men to what women so often go through. That is the power of virtual reality: for the first time in history, you can ACTUALLY walk a mile in someone else’s shoes. A powerful training experience not just for sexism, but racism, homophobia, all of it.
VR is such a powerful tool for education, and training: I hope to see many more companies create content and experiences, and companies adopt it as a tool to help employees learn in an experiential way that really can’t be replicated, building empathy and understanding in a truly unique manner.
Nike+ & NikeFuel are beautiful examples of a brand living their values (Just Do It!) via technology and community. A new campaign by one of the biggest consumer brands in the world brings those elements into sharp focus by combining user’s NikeFuel points with love for their favorite college basketball teams.
But they missed an opportunity to create something really special.
A good friend posted on Facebook today, requesting his friends who were fellow alumni of his college to “pledge their Nike+ Fuel and get on board!”. As someone who has been working with Quantified Self ideas / technology, is a fan of Nike’s marketing efforts, and pays way too much attention to the use of game mechanics in digital experiences, this was definitely worth a look.
NikeFuel (part of the Nike+ ecosystem) is a line of products including wristbands, apps, and watches that all collect data on movement (calories burned, steps taken), let you set goals, provide insights and convert all of this to points for personal optimization and social sharing. It is a great example of Quantified Self, a movement where users are collecting, analyzing and learning from the their data (via mobile, wearable and pen-and-paper techniques). The Fuel Your Team campaign allows owners of NikeFuel products to “claim their team” from a list of US college basketball teams. As each person claim’s their team (you can claim any team, whether you are alumni or just a huge fan) they can pledge their NikeFuel points to that team, which raises their standings on the leaderboard.
Quantified Self? Absolutely. Social? Very sharable (don’t ever underestimate the power of school pride) and Nike has real brand love, and the resulting message amplification to make this take off Gamification? Personal earning of points AND seeing my points result in my team’s standings change = YES. Nike has foreshadowed that as the program rolls forward more achievements will be unlocked (presumably for the team)
All in all, it’s a pretty simple, yet compelling effort. Users of NikeFuel are advocates and LOVE to talk about their FuelBand and how it helps them. For fans of College Basketball this is the “most wonderful time of the year” (you can blame me later for having that song stuck in your head). For all intents and purposes, this program is a win as it stands (will it drive sales of FuelBand? Probably). But there is one thing in the whole program missing, especially all these years after Social Media went from being an experiment to an expectation.
Where is the social-good moment in the program? How is the world’s biggest sneaker company/iconic brand / driver of sport-as-lifestyle around the world paying it forward/giving it back/starting a movement of people beyond adding points? They have the “megaphone” of brand awareness, channel and spend. They have a product their users love (and have racked up over 4 billion points since it’s launch a little over a year ago). What if they did something different?
Every College in the Fuel Your Team program decided to “adopt” a cause they and their fans could rally behind:
Gonzaga decided to join the fight against Juvenile Diabetes
Michigan State fans took on Pancreatic Cancer
Syracuse rallied it’s fans to support the Wounded Warrior Fund
Nike and select partners pledge to donate money to the individual causes based on the Fuel points earned.
Each school organizes to raise Fuel points from students, alumni and fans AND works on fundraising drives for their “adopted cause”.
I love what NikeFuel is doing with this program (simple, direct, crowd-driven and based on love for their product AND College Basketball AND the individual schools). NikeFuel + Gonzaga is a fun idea, but NikeFuel+Gonzaga+Cystic Fibrosis is full of awesome. Considering how often Brand-Cause partnerships are looked at with distrust, this is a tough sell, but think about much real change in the lives of real people that Nike, the Colleges and their fans could create with a program like this?