Nike is rolling out a new reward system called Nike Unlocks for its Nike Plus app. The more active users are, the more they get rewarded, with prizes ranging from curated Apple Music playlists to guided meditation exercises. It’s a timely move into gamification that showcases Nike’s digital savvy.
Nike has relied heavily on personalization to drive its digital success, a strategy that helped the brand earn a spot in L2’s most recent Genius report. The NIKEiD tool lets shoppers modify a basic shoe with sports logos, colors, text, and graphics to create a one-of-a-kind product, while the Nike+ Run Club and Nike Training Club allow users to customize their workout plans. The new reward system adds gamification to that app ecosystem, promising to reach a new level of engagement.
Gamification is increasingly popular in the app-sphere, particularly among fitness apps. Similar to Nike’s app, Sweatcoin pays users a fraction of a “sweatcoin” for every step they take outside; they can then redeem the currency for goodies like Amazon gift cards and Paypal credit. While many brands already personalize their app offerings, adding gamification takes this innovation to a new level. By amping up engagement with Nike content, this strategy could help increase brand loyalty and retention.