1. Aims and premises

   

   1. Running Paths 2006 and 2007

      Both versions of the website service were aimed at promoting the idea of running among polish internet users. With the use of the service everyone was able to choose one of twenty two trails – running paths, driven by the criteria of their skill and could use the advice from professional coaches. The www.sciezkibiegowe.pl website also contained information dealing with innovation of Nike products. Thanks to a clear and modern graphic design and dynamic functionality modules website navigation was simple and user friendly.

   2. Running Paths 2008 – Community Service

      Introduced in 2008 a new and easily calibrated system enables quick module extension, user tailored and user friendly. We have built the Running Paths Community Service together with its users – the runners, who have shared their experience with us and provided the information on solutions they needed. A dynamically thriving community forum is at the users’ disposal. The users have also the ability to submit a question to be answered by the coach or share their suggestions on service functionality. We constantly listen to the comments of users and submit to their suggestions. We want the service to be well tailored for the runners’ community so that they could develop without obstacles.

      In 2008, apart from the fresh spring-like graphic design we have also introduced the Runner’s Club. It is a loyalty programme associating all the interested Nike Running Paths users. All active club members are able to take advantage of the extended training programme, where they can receive help individually from training specialists dealing with improving skills plus take part in a big competition and win Nike prizes. They are able to co-create the Running Paths website plus contact and compete with other runners from Poland.

2. Project completion

   

   1. Technological solution

      The new service – XHTML with Flash elements, has been based on our own technological platform – Effecta24 CMS (www.effecta24.com). The www.sciezkibiegowe.pl website has been created with the use of the following technologies: PHP5 MVC, MySQL 5.x, XHTML 1.1 and CSS 2 plus ATM co-location centre is used for the infrastructural handling of the service.

      During the campaign the service has used three Running Paths dedicated servers. Ultimately, only one, eight-processor machine, capable of serving 200 000 users daily, is assigned for the purpose of the project handling.

   2. Service functionality

      Several new modules have been added in the 2008 edition of the Running Paths service, such as:

      • Ability to add running records,
      • Collecting points (Runner’s Club component),
      • An on-line shop with product search,
      • Paths activities timetable,
      • Ability to add photos to a gallery,
      • Forum,
      • News – main and also for individual cities,
      • Instructional movies.

3. Campaign success

   

   Thanks to initiating of the community version we are able to engage users more in the process of service content creating plus encourage them to share their knowledge and experience. Thanks to it, during the first three months of running of the community service the number of www.sciezkibiegowe.pl website visitors has increased by 500%. We believe that by constantly taking into consideration the ideas of the community users we will cause an even bigger raise in the following months.

   Starting in the middle of March 2008 when the new edition has been initiated and the service has transformed into the real runners’ community portal, the monthly number of service visitors has been ranked between 200 000 and 43 000. Furthermore we can boast a substantially low rejection factor oscillating at the level of 26.46% which proves that great majority of Internet users reaching our website are those to whom the service is dedicated.

   It is worth mentioning that it is a community service created with specific brand consumers in mind. Thanks to it, they have the ability to get acquainted – both in the virtual as well as in the real world – on Running Paths. It is a perfect basis for expansion of interesting and positive opinions about Nike Poland and acquiring brand ambassadors.

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