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![Page 1: Nikepdf](https://reader033.fdocuments.net/reader033/viewer/2022051610/549740cdac7959132e8b5349/html5/thumbnails/1.jpg)
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Por: Fernando Carmona, Laurent Equinet, Pedro Ivo Mendes e Tomás Pinheiro
![Page 2: Nikepdf](https://reader033.fdocuments.net/reader033/viewer/2022051610/549740cdac7959132e8b5349/html5/thumbnails/2.jpg)
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Por: Fernando Carmona, Laurent Equinet, Pedro Ivo Mendes e Tomás Pinheiro
![Page 3: Nikepdf](https://reader033.fdocuments.net/reader033/viewer/2022051610/549740cdac7959132e8b5349/html5/thumbnails/3.jpg)
O desafio:
Estratégia:
Resultados:
Integração entre Nike e Ipod com o objetivo de criar uma grande comunidade mundial de corredores.
Criação de uma comunidade mundial de corredores no nikeplus.com
Aumento de participação de mercado da Nike em tênis de corrida.
Posicionar a Nike entre as top em tênis de corrida, aproximando-se do seu público-alvo.
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Custo: $ 29
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Objetivos de marketing
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Objetivos de comunicação
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Criar uma comunidade de corredores
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Se relacionar com outros corredores...
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A experiência Nike+
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Público alvo
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Ações
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Festa de lançamento em NYC
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1.000.000 de corredores
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Original Run
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Impresso
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Propagandas:
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Propagandas:
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Vídeos gerados pelo usuário
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Resultados
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+200.000 usuários cadastrados
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disse que recomendaria a um amigo93%
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13% de aumento nas vendas
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Mais da metade usa o site 4 dias na semana
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