Nike

Millennials <3 Technology

by Tammy Derrigan October 6, 2011 Augmented Reality

As the first generation to grow up with the internet, Millennials embrace technology as a fundamental part of their existence. Did I say embrace? No…digital dependence is the single most defining characteristic of their generation, and it has made them savvier consumers. They are more discerning than previous generations, something that challenges marketers not just to be totally transparent—but to do it creatively.

Gamification Is The New Black

by Tammy Derrigan September 19, 2011 Emerging Media

Gamification is the new black. Not familiar with the term? You will be.

Gamification uses gaming mechanics and techniques in non-game environments to make things more fun. It’s not a new concept – just think of Mary Poppins – but the convergence of a generation raised on videogames, the rapid evolution of technology, and the advent of social media have resulted in the marketing equivalent of The Big Bang.

Gnarly-Eye for the Normal Guy: Skateboard Marketing from a Skateboarder’s Perspective

by Will Massanet June 27, 2011 Authenticity Consumer

The skateboarding industry is covered head-to-toe in the bruises and broken bones of authenticity. Birthed out of rebellion and innovation, skateboarding’s forefathers set the tone for originality and the pursuit of progression, which still holds true today. If a brand is really going to be a skate brand, they must fully embody these ideals. For skateboarders, “game recognizes game”- we can smell a fake like a week-old pair of underwear.

Nike and Converse have done a great job entering an industry that doesn’t take too kindly to mainstream outsiders. They are great examples of how any brand – not just a skate brand – can curate their own authenticity to achieve relevancy and credibility with their target demo.

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