Publication: Spor endüstrisinde retro yaklaşımı ve dijital eşleme uygulamaları
Abstract
Amaç: Küresel spor endüstrisinde marka değeri açısından ilk sırada bulunan Nike markasının, retro ürünlerinin tanıtımı için yaptığı dijital eşleme videolarında kullandığı içeriklerde ki anlamların ortaya çıkarılması amaçlanmıştır. Gereç ve Yöntem: Araştırmada, Nike markasının sosyal ağ platformlarında yayınladığı 12 tane dijital eşleme tanıtım videosuna erişim sağlanmıştır. Araştırmanın modeli; “Temel Nitel Araştırma” olarak belirlenmiştir. Araştırmanın deseninde ise “Doküman İncelemesi” tekniği kullanılmıştır. Verilerin analizi iki aşamadan oluşmuştur. İlk aşamada; videolardan alınan görüntüler Charles Sanders Peirce ve Roland Barthes’in göstergebilim kuramlarına göre oluşturulan analiz tablosunda incelenmiştir. İkinci aşamada ise videoların tamamı, Scola ve Gordon’un sporda retro pazarlama uygulama alanı metoduna göre çözümlenmiştir. Bulgular: Nike markasının dijital eşleme tanıtım videolarında; 4 artırılmış gerçeklik, 8 video projeksiyon haritalama teknolojisine yer verdiği tespit edilmiştir. Bu videolar içerisinde Nike markası; 6 tane Air Max ayakkabısının, 4 tane Air Force ayakkabısının, 1 tane Air Jordan ayakkabısının ve 1 tane NCAA (Amerikan Kolej Ligi) basketbol formasının olduğu retro ürünleri kullanmıştır. Nike markası bu ürünlerini tüketicilerine sunarken sosyal platformlarından olan; YouTube, Vimeo ve ajansların web sayfalarından faydalanmıştır. Sonuç: Nike markasının retro ürünlerini tanıtabilmek ve tüketicilerle etkileşime geçebilmek için artırılmış gerçeklik ve video projeksiyon haritalama teknolojileri uygulamalarını kullandıkları görülmüştür. Özellikle de Air Max ve Air Force ayakkabı ürünleri ile ilgili promosyon faaliyetlerini sürdürerek marka özgünlüğünü korumaya çalıştığı belirlenmiştir.
Purpose: It is aimed to reveal the meanings of the content used by the Nike brand, which ranks first in terms of brand value in the global sports industry, in the digital matching videos it makes for the promotion of its retro products. Material and Method: The research provided access to 12 digital matching promotional videos that the Nike brand posted on its social networking platforms. Model of the research is designed as Basic Qualitative Research. The Document Review technique was used in the pattern of the research. Analysis of the data consisted of two phases. In the first phase; images from the videos were examined in the analysis table created according to the semantics of Charles Sanders Peirce and Roland Barthes. In the second phase, the videos are all resolved according to Scola and Gordon's method of retro marketing practice field in sports. Results: It was determined that 4 augmented reality and 8 video projection mapping technologies were used on digital matching promotional videos of Nike brand. Videos of Nike brand used six Air Max shoe, four Air Force shoe, one Air Jordan shoe, and one NCAA basketball jersey as retro products. The Nike brand benefits from social platforms such as YouTube, Vimeo and agencies web pages to serve its products for consumers. Conclusion: It was observed that the Nike brand utilized augmented reality and video projection mapping technologies applications to be able to promote retro products and engage with consumers. In particular, it has been determined that it tries to protect its brand originality by following its promotional activities related to Air Max and Air Force shoe products.
Purpose: It is aimed to reveal the meanings of the content used by the Nike brand, which ranks first in terms of brand value in the global sports industry, in the digital matching videos it makes for the promotion of its retro products. Material and Method: The research provided access to 12 digital matching promotional videos that the Nike brand posted on its social networking platforms. Model of the research is designed as Basic Qualitative Research. The Document Review technique was used in the pattern of the research. Analysis of the data consisted of two phases. In the first phase; images from the videos were examined in the analysis table created according to the semantics of Charles Sanders Peirce and Roland Barthes. In the second phase, the videos are all resolved according to Scola and Gordon's method of retro marketing practice field in sports. Results: It was determined that 4 augmented reality and 8 video projection mapping technologies were used on digital matching promotional videos of Nike brand. Videos of Nike brand used six Air Max shoe, four Air Force shoe, one Air Jordan shoe, and one NCAA basketball jersey as retro products. The Nike brand benefits from social platforms such as YouTube, Vimeo and agencies web pages to serve its products for consumers. Conclusion: It was observed that the Nike brand utilized augmented reality and video projection mapping technologies applications to be able to promote retro products and engage with consumers. In particular, it has been determined that it tries to protect its brand originality by following its promotional activities related to Air Max and Air Force shoe products.