Did Nike just break the barrier of human possibility? #MontageMashup

Did Nike just break the barrier of human possibility?

Hello… welcome to our latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at Nike’s Breaking2 initiative, some new updates to Snapchat, another wacky idea from KFC and more! So, let’s get started…

Nike’s Breaking2 initiative

Nike’s recent ‘Breaking2’ initiative has proven to be a huge success, despite actually failing in its primary objective. The purpose behind Breaking2 was to see if breaking the 2-hour barrier for a marathon was humanly possible. Nike paid 3 of its sponsored athletes to miss the Berlin and London marathons in order to take part in Breaking2 and they were also given the best possible chance of breaking the barrier with pacemakers forming an arrowhead in front of them to reduce drag and a car projecting a green line onto the track to show what pace they needed to be at to achieve the goal. Even with the best efforts, the runners fell short, with the quickest just 26 seconds shy of the desired 1 hour 59 minutes 59 seconds target. Despite the initiative failing to break the barrier, it has proven hugely successful for Nike with huge amounts of coverage of the event and very positive write-ups.

Did you like this idea from Nike or was it just another ploy to sell more shoes? Let us know!

Fresh new updates from Snapchat

Snapchat LogoIn its latest update, Snapchat has introduced some new features, some of which go against its initial self-destructing photos/videos concept! The new features include ‘limitless snaps’ and ‘looping videos’ which will enable people to send Snaps which don’t simply disappear after the time limit has been reached. The previous options for choosing a time limit or adding a Snap to a Story still exist and the limitless Snaps will still be deleted once a recipient chooses to close them. Other new features that have been added include a Magic Eraser tool enabling users to remove objects & blemishes and also a ‘draw with emojis’ tool which does exactly what it says.

Are you a fan of these latest updates or has Snapchat gone against what it was initially all about?

John Lewis & Waitrose testing joint marketing campaigns

John Lewis Partnership has hinted that upcoming marketing campaigns may feature both John Lewis and Waitrose, as opposed to separate campaigns as has previously been the case. In the annual report for John Lewis Partnership (JLP), it says “there is great potential for two of the strongest brands in the UK in food and general merchandise, with a loyal customer base, to work together more closely.” Research conducted by JLP found that the ‘top 10% of the partnership’s retail customers now drive 60% of overall revenues, with the majority of them shopping regularly at both John Lewis and Waitrose.’

When the first of these joint campaigns will be released is still not known, but we’re sure it won’t be too long!

Coca-Cola’s summer campaign

Coca-Cola Summer BottlesCoca-Cola is launching its annual summer campaign which is an evolution of its ‘Share a Coke’ campaign from 2014. The ‘Share a Coke’ campaign was hugely popular and saw thousands of names added to the labels of its different variants. Instead of names, this year Coca-Cola is adding holiday destinations to its packs and is offering consumers the chance to win their ‘dream holiday’. The idea behind the campaign is that people will search through the various bottles looking for their favoured holiday destination, then go online and enter a draw for a chance to win a trip to that destination. Coca-Cola marketing director for the UK, Aedamar Howlett has said that it is hoped the new campaign will continue on ‘driving Coke Zero Sugar and Diet Coke’s growth.’

Image: Coca-Cola

And finally…

We are ending this week on another wacky product from KFC. The fast food chain is no stranger to wild ideas having previously introduced edible nail polish, chicken scented candles and last week a romance novel featuring Colonel Sanders. Its most recent introduction was chicken-flavoured chocolate which was announced in time for Mother’s Day in New Zealand, with milk chocolate truffle flavoured with KFC’s Original seasoning and the dark chocolate infused with its signature hot and spicy marinade. However, before you get too excited, only a limited number were actually produced and these were given away via social media competitions!

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.