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April 17, 2006
Nike's Online TV
I like that Nike was locked out of advertising in the U.S. during the World Cup by Adidas, because it made them come up with an alternative online marketing campaign that's pretty inventive.
One part of its blitz is the partnership Nike did with Google to create a social networking site called Joga.com. But under the radar, Nike also launched an online video campaign that features huge stars such as Eric Cantona taking over a German sports station and getting back to the basics of the game. And some of the ways they do that is by including videos from local soccer tournaments that Nike is sponsoring in the U.S. and by including videos people have made on their own and upload to the site.
Called "joga bonito," or "play beautifully," the campaign allows fans to download video clips to their iPods, computers, wireless phones, or portable PlayStations.
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Perhaps you don't know, but several german blogs have been spammed with these videos. Apparently, this viral marketing campaign of Nike tries to lure people to these nike videos once anybody writes about "Weltmeisterschaft", "WM2006" or anything else which is related to the Soccer World Cup 2006.
As result, the entire "joga bonito" or "play beautifully" is considered as nothing else but an annoyance by german bloggers.
Posted by: Mike Schnoor at April 17, 2006 11:35 AM
I hadn't heard that. Really interesting. Thanks for the comment.
Posted by: Heather Green at April 17, 2006 11:52 AM
We just posted an early analysis of Nike's World Cup efforts vs. Adidas on our blog. Pretty interesting stuff.
In the early running, looks like it's Nike 1, Adidas nil.
Posted by: Baba at June 18, 2006 11:58 PM