Nike’s Innovative Demonstration Marketing
When releasing the most flexible athletic shoes in history, Nike did not want to simply tell consumers how flexible the shoes are. Rather the shoes flexibility was demonstrated through creative promotional packaging. This ad cleverly shows demonstration marketing in action.
By trimming a shoebox to one third of its original size, the Nike Free 5.0 was bent to fit within the box. The simplicity of bending shoes, and conversely marketing norms, to demonstrate the products benefits is truly effective. And over 80,000 Youtube views certainly supports this. It is unlikely that the traditional shoebox approach to marketing would have granted Nike this publicity.
Unfortunately this packaging will only be used promotionally. Nonetheless, Nike has proved that simple product demonstration can help get your brands foot in the door.