Nike Joins Retailers Embracing Taggable Video Technology

Nike is the latest retailer to embrace “taggable” videos, where a viewer can click on image tags embedded in the video to learn more about a product.

The sports giant released a video in December that used wireWAX technology to create an interactive clickable lookbook featuring the latest sport and streetwear for its Holiday collection.

wireWAX is an online video tool that adds motion-tracking hotspots, or ‘tags,’ similar to tagging a photo in Facebook but with formatted product info, links, or even access to another video or interactive game.

“Nike is always looking for innovative ways to connect with our consumer,” said Jacie Prieto-Lopez, a communications manager for Nike.

The company chose the technology because it’s compatible with Brightcove, Nike’s current video player for the Nike platform, and it shot the video with wireWAX in mind.

The technology has been well-received, with those watching the video clicking more than one tag in most cases, Prieto-Lopez said. The average time spent was four minutes and 38 seconds—almost twice the length of the video.

The first fashion company to use the technology was Oki-ni, a progressive, high-end retailer based in East London. Its videos were embedded in more than 350 fashion blogs and social networks and generated $20,000 in revenue in the first two weeks of release, said wireWAX Creative Executive and co-founder Dan Garraway.

New York–based retailer Tommy Hilfiger followed suit with a custom-built product popup application by wireWAX with a plug-in to Tommy Hilfiger’s account, which meant the company could upload and tag new videos as it wished and just add a product ID to the tag. When a viewer clicked, it would automatically pull the product information, price and links from the e-commerce database.

As brands become publishers, this ability to easily access product info is increasingly important, Garraway explained.

“No brand could expect their audience to see something they like, then finish watching the content and look for it on Google,” he said.

wireWAX is based in London and was founded in 2010 by Garraway and Steve Callanan, the owner of a television production company.

The Nike video is accessible at: http://www.nike.com/en_us/sportswear/stories/lookbooks/look_of_sport_always_on_live. —D.C.