Details of the campaign were unveiled today (4 July) at an event to announce the launch of Priority Sport. Using a free app exclusive to O2 customers Priority Sports offers the mobile operator’s 23 million customers the chance to access exclusive products through Nike’s online store as well training and fitness advice from Nike brand ambassadors.
Integrated activity will include a television campaign starring Nike brand ambassadors such as marathon runner Paula Radcliffe and Arsenal striker Alex Oxlade-Chamberlain.
Ongoing marketing activity will be driven by CRM with targeted communications sent to app users highlighting products and services based upon use of the app.
Activity will also be driven by sporting events. For example, football-themed services will be pushed to coincide with events such as the start of English Premier League season.
Speaking to Marketing Week at the launch, Sally Cowdry, marketing and consumer director at O2, says the partnership offers both partners opportunity to boost brand loyalty.
“If you do right thing by customers by delivering experiences that benefit customers then the business benefits will follow. It is not about how can we sell more phones or kit. Create brand advocates and they buy more stuff later.” she adds.