Ad-free show on National Geographic with Nike
Have you guys thought of watching a broadcast on TV without any ads in between? I’m always eager to have no ad when I’m watching a TV show!
Now you can experience this with Nike and National Geographic’s Breaking2 documentary show.
Breaking2 will not broadcast ad when viewers are watching on TV or YouTube.
Feel free to watch and share this show with anyone. It’s an inspirational story about marathon runners striving to finish an approx. 42km marathon in 2 hours.
Thinking Out of the Box
Not only did the audience loved the ad-free broadcast but it also promotes Nike’s brand. Nike’s logo appeared on runners’ clothing and sports gears throughout the show.
Viewers were inspired and they didn’t feel the show was about promoting Nike. Instead, this was about how 3 professional runners broke the 2hrs and 2secs world record through determination and hard work.
Nike’s New Marketing Strategy
As a digital marketer, Breaking2 could enhance the reputation of Nike through an insightful story and viewers won’t feel Nike has exaggerated the benefits of their products.
Consumers’ attitude towards the brand would become positive because it feels authentic and genuine.
The ad-free feature will definitely attract more viewers and they won’t be annoyed by different kinds of the ad. Rather, they would just focus on Breaking2.
Questions
Is this ad-free documentary a new strategy for digital marketers to advertise their products or services to the public?
Do you think the audience may view the 1-hour documentary as a “Nike show”?
Feel free to share your comments on this fascinating marketing strategy! 🙂
All about digital marketing 
Hi Sharon, good post! I think startegy like Breaking 2 is more likely aims to improve its brand image and brand exposure to audience. People who would like to watch a documentary like this are probably a fan of sports, so this documentary becomes a tool to keep the relationship between customers and the brand. It does seem like no ad, but actually the audience are in Nike’s marketing communication all the way.
LikeLiked by 1 person
Hi! Ariel! Thank you for your comment! I agree with you that Breaking 2 is a way to improve Nike’s brand exposure to the audience and engage with the viewers.
I think this documentary will not just focus on the sports fans, but also to other sectors of the public. As this documentary is about how 3 elite runners break the world record through their hard work. To be honest, if I am the viewer, I would love to watch this insightful show, more importantly, it is without any ads in between.
LikeLike
Hi Sharon, I think Nike has once again creatively come up with a new strategy to engage with its potential and current consumers. Like the previous comment, I definitely agree that although there are no ads consumers are consuming Nike’s branding all along.
However, I don’t understand how a documentary show can be aired on TV without any ads in between. It certainly requires a lot of investment in such inspirational documentary.
Great post! See my latest post at:
https://melbournemarketer.wordpress.com/2017/10/01/what-does-singapore-mean-to-you/
LikeLiked by 1 person
Thank you for your comment!
It is hard for me to imagine the huge investment about this sponsorship between Nike and National Geographic too! I think Nike create a smart way to raise their brand awareness to the public and market their products.
Haha! No ads=Nike’s branding all along the show! Totally agree with that! 🙂
LikeLike
Another great post! I like the strategy! It’s another new creative way to engage with their audience. I would agree that consumers can appreciate a documentary with no ads. I’m really for emotional storytelling. It seems that most successful ads have this element. Nike is tryign to position their brand as something more than just a logo. It’s about achieving your full potential and breaking the norm. If done right, emotional story telling can engage with their audience on a deeper level and leave a lasting impression. Interesting to see how smaller brands can do this though? Especially if they don’t have the resources to pull it off.
LikeLiked by 1 person
I really appreciate your comment! I like emotional storytelling too. The documentary touched the innermost world.
Also, Nike combined this inspirational storytelling with the new tactic of broadcasting a documentary without any ads. Nike does it very well this time. Nike noticed that people nowadays don’t like to watch ads and it tries to coporate the viewers’ demand and Nike is not just about a logo, but like when you are wearing their shoes you are able to achieve what you have in your life.
I am curious about how small brands can do this though, as they don’t have such big lump sum of money to invest in this new strategy.
LikeLike
Great post!! I agree this is a really effective way to increase brand awareness and brand reach, but through a more genuine and authentic way. As a viewer, I am definitely more inclined to watch ad-free content, and if the content is interesting and engaging, ad-free documentaries are even more engaging for the consumer. I think this is a really innovative strategy for Nike, and will create positive impressions from their consumers.
LikeLiked by 1 person
Hey! Emily! Welcome back to my blog post!
Yes! I totally agree with your view! Ad-free documentaries are an innovative way to attract more viewers to look at your brand.
Also, because of the inspiring story within the show, consumers will not feel bored about the content of it. Therefore, it will create a win-win situation for both the consumers and Nike! 🙂
LikeLike
Great post! I guess it doesn’t really matter whether it is an ad-free documentary or not, as long as the content of the documentary is attractive enough for viewers. As we learnt about content marketing, it is just equally important for marketers to create attractive contents. If it is a good interesting documentary, I actually wouldn’t mind watching it even with ads.
Anyway, check out my latest blog: https://yujinggan.wordpress.com/2017/10/04/instagram-poll-stickers/
Thanks!
LikeLiked by 1 person
Hey! Welcome back to my blog post!
Yes! The content of the documentary is another important element to attract the viewers. I would say the content of this documentary is very inspiring! Nike definitely builds up their brand awareness through this amazing show.
I think having an ad-free element in the documentary show is an extra! I would love the show more if the marketers employ this ad-free strategy.
Thanks for your comments and I will check out your latest blog soon!
LikeLike
Awesome post! I agree with you, ad-free documentries are a great way to get more viewers and at the same time increase brand awareness and recognition with those watching it. I think Nike and other brands should do these documentries once in a while to showcase their products. And maybe Nike can do a documentary different content aswell to attract more and different kind of viewers.
LikeLiked by 1 person
Hey! John!
Thanks for your comment!
What a great idea for Nike to work on this documentary show once in a while! It definitely attracts a lot of viewers to watch the show, especially the people who love the sport.
Not only the ad-free element in the documentary show is a gimmick, but Nike’s marketers should understand the content of the show is very important as well.
I suggest that Nike could think of different contents for the show and attract different target consumers.
LikeLike
Hey, great post! I definitely agree that ad-free documentaries would attract people now, especially with how ads are everywhere! Nike has really done it again with their effective advertising and trying to be fresh and different. However sometimes I do appreciate advertisements, especially if the content of the show is really boring or just too long, a good break in between sometimes just let me do other things! I mean if you’re able to capture my attention fully for the entire hour, I really don’t mind! but in a way I do think ads help me to focus better.
See my latest post here:
https://neojingyuemily.wordpress.com/2017/10/04/marketing-can-be-fly/
LikeLiked by 1 person
Hi! Emily! Thank you for your comment!
Yes! I totally agree with your views! Nike had once again done a great job! They utilise a whole new strategy to attract the customers! I still haven’t seen any other brand had done this strategy.
It’s true that sometimes ads in between the show is a good way to have a break and do other things, like grab some snacks or go to the toilet.
However as a viewer, if I feel that show is boring, I will just skip it and change to watch some other channels or videos.
Therefore, I think content marketing is an important element to retain customers.
LikeLike
Wow great post Sharon!
This ad-free documentary seems like a great way to integrate digital marketing for Nike whilst also considering the consumers opinions and distaste to actual ads. I think consumers and people who are generally interested in the story will definitely watch the documentary. I think other businesses could definitely implement this into their strategies as well, however it would have to be related to their actual brand image so it doesn’t backfire.
LikeLiked by 1 person
Hi! JAY AHN! Thanks for your comment!
It is true that Nike understands the consumers’ needs and try to use this innovative strategy to satisfy them!
Hopefully, some other businesses could implement this strategy in their future. However, the marketing department needs to consider expenses of implementing this strategy and the content of the documentary should relate to the brand image.
LikeLike
Hey Sharon, great post! Ad – free documentary is a great marketing strategy, which Nike and National Geographic has capitalise on. Because what a documentary does is, it not only represent the brand, but do so in a inspiring and emotional story of one’s determination to run a 42km in 2 hours. And I believe that what makes an ad effective, is one that can convey a narrative to consumers, not just the ad promoting the brand.
Anyway those are my thoughts, and please share your thoughts on my latest blog post, “Google Chrome Unleashes Ad – Block.”
LikeLiked by 1 person
Hey! Thanks for your comment!
I see your point! I totally understand that content of the documentary is another important element to get the attention from the viewers. And the emotional story will stay long in the consumers’ mind and they will then remember your brand very well! Therefore, It is a good way to establish CRM with the brand and the consumers.
LikeLike
What an interesting topic! I think this is defiantly a way for companies to provide content worth watching that doesnt only have the ability to inspire but to create longer lasting connects between the brand and the consumer! Great blog!!!! 😊😊
LikeLiked by 1 person
Hi! Thanks for your comment!
Nike did a great job on this strategy to establish CRM with the band and the consumers! Creating a long-term connection between both parties are good for the company!
LikeLike
Nice blog right here! Also your website loads up fast! What web host are you the use of? Can I get your associate hyperlink in your host? I want my website loaded up as fast as yours lol
LikeLike