PR Experiment : Nike

It is an understatement to say that social media is powerful. A discussion on Nike’s Facebook event wall was created in response to recently purchased shoes that fell apart.

Situation: My boyfriend (Jamie) owns a pair of Nike Free 4.0 tennis shoes, which he loves, and they fell apart. The shoe is designed to have a flexible / barefoot running comfort tennis shoes. After owning the shoes for a couple of months they fell apart.

What Happened Next?: Jamie was very upset that he spent $90 for a pair of tennis shoes that could not last for at least a year. I contacted Nike customer service to see what could be done…. since the shoes were NOT purchased from a Nike store, we were encouraged to speak to the place where they were purchased. After speaking with Hibbett Sports, we were told that there was nothing can be done.

This Can’t Be Right!: There must have been a production error… the shoes were not even a year old. I decided to buzz in Nikes ear. This was done by posting a picture of the shoes and a short description of what happened. This was posted on Nikes Facebook, Twitter and it was pinned on Pinterest.

Then What?: Nothing happened. I was left scratching my head trying to figure out how to get their attention.

Ta-da: I found a loop hole! During the Olympics Nike had a campaign, “find greatness,” where the company encouraged customers to find their greatness. Ways to find greatness were mostly active related such as beating a time in a run or swimming longer distance than normal. The event posted on FB was an open event where people said they were going to be participate and post about what they plan to do. I posted the picture of the shoes on the facebook open event and got the attention I was looking for!

Attention: As soon as it was posted on the event wall it went viral. People commented on it right away posting positive or negative reviews about the shoes and the customer service action that should take place. Nike responded to me and asked that we call the customer service line ASAP to work out the situation.  Each time someone commented on  the post or like the post the post was brought back to the top.

ScreenShots: Check out the screenshots to see how it all happened!

Result: Nike sent Jamie a voucher for $90 to be used either online or in the stores. He purchased the Kevin Durant tennis shoes and should be arriving any day now.


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