Selling is not always about sales – it can also be about building your brand (your ability to extract margin by creating choice-shaping associations in the mind of the consumer).
To this end, here’s a brilliant social commerce campaign from Nike Mexico and JWT (thanks to Contagious Magazine‘s Ed White for the heads up).
Head over to the Nike Facebook page for the #makeitcount Nike+ auction (subasta), and you can bid for new Nike sneakers with miles (kilometres actually) that you’ve run and recorded to your Nike+ app. You can only bid with miles run during each 15 day auction period. If you’re outbid you can rebid by adding more miles (if you run them).