Nikes aim for 2012 and their strategy in general is to get people more active, probably because they'll buy more sportswear, and they are challenging peopel to see life as a sport. The Nike+ FuelBand, a rubber bracelet worn on the wrist during exercise and sports activities to measure “steps, calories, time & Fuel metric (currency measured by oxygen kinetics)." According to its press release (titled "Nike+ FuelBand Makes Life a Sport") the company sees it as a tech-driven game-changer that unifies products, sports and fans' interests, with the sub-headline: "Nike innovates at the intersection of sport and data with a wristband that measures movement to motivate people to be more active."
In order to promote the FuelBand they hired a short filmmaker named Casey Neistat and tasked him to create a motivational short film that would revolve around their slogan, Make it Count. Instead of following in the high end, blockbuster style adverts Nike usually employ, Casey decided to Make It Count by going on a world tour using Nikes film budget and taking his camera with him and filming his adventure. Casey took the brief and showed how he made it count by embarking on an adventure of a lifetime, by visiting a wide range of countries and famous sites, the video also contains some great quotes from famous historic figures about making each and everyday count.
You can guarantee this type of film wouldn't have been created if the brief had been given to corporate bigwigs and Casey, in my opinion, has hit the nail on the head as far as promoting the values and ideals of the brand and their Make It Count campaign. So far Casey's video has been viewed over 3 million times, have a watch of the video below and then leave a comment with your thoughts or opinions on it.
Casey also attended the Nike FuelBand launch and did a cool video on that to. Nike certainly know how to launch a product.