Ryan passed me the link to Nike’s Join Bode site, developed by Opus Creative together with Wieden + Kennedy Portland. Maybe it’s already a little bit late to post about it, since the Olympics are almost over, but I believe it’s still very interesting from a marketing perspective. Join Bode presents several elements which show how smart Nike is when it comes to online marketing. Just browse through the site and discover elements like: community integration with MySpace.com; video content; silly advergame but perfectly in line with the “Bode brand”; Niketown store just one click away; the tree (and Nike ID).
Nike has just launched a multimedia campaign starring Ronaldinho and the new Tiempo Legend shoe. As NMA explains, the campaign includes mobile, online and video podcasting push. Nike is going to be the first brand to enable consumers to download Ronaldinho’s video on their iPod. There is no above-the-line media spend for the campaign, so Nike will only rely on word-of-mouth to spread the idea. The campaign idea is great, I mean, the fact that they combine digital channels to deliver the message, but I saw the video and it isn’t really as good as I expected. Ok, I’m not a big football fan, nor a football player but I found it rather boring.
In Barcelona, in Plaza Cataluña, Nike has installed a huge outdoor ad featuring tennis player Rafael Nadal, and powered with Bluetooth technology. By turning their Bluetooth connection on, users can download the new Nike Pro Tv spot and an exclusive Nadal screensaver. The campaign was planned by Media Planning Barcelona.
Ogilvy & Mather Taiwan for Nike Zoom. Clio Award winner (bronze) this year.
Even fat women and ugly men can be the models in advertising. After years of sexy bodies and beautiful faces, eventually “normal” people starts starring in ads, ending the age of perfection in advertising. Business Week points out that just like it’s happening with reality Tv, advertising tries to get real, to help consumers identify with real stories and therefore perceive products as real also. Dove, Eileen Fisher and now also Nike are among the brands following this new trend. As the article points out, reality ads might not change mass perceptions of beauty, we can expect the trend to continue as they fuel sales and draw connections with people who see the ads.
ABC News reports Kobe Bryant is back in Nike’s ads on Sports Illustrated. Photographs of the basketball player have been used for the first time since his arrest two years ago (Bryant was accused of rape). The article explains “Bryant had signed a $45 million deal with Nike shortly before his arrest. McDonald’s and Nutella both dropped Bryant from their roster of celebrity endorsers after his arrest“.
Scholz & Friends Stockholm is behind the new Nike online marketing effort to support the Women Moves campaign. The agency has created a website to present the Nike Women Moves concept with a series of animated dancing silhouettes. Infotainment content explains visitors where to find the best dance courses and which trainer suits them best. A short film “The true tale” is also available. Don’t expect too many special effects: the soundtrack is pretty good and so is the cartoon concept, but Nike used to do better. Online ads are running to drive traffic to the site targeting women in Benelux and Scandinavia.
Adrants reports Nike has launched a new football, pardon, “soccer” site called “Tiempo“. Created by Odopod and ourcommon, it is focused on the Brazilian culture, featuring the message “We are Brazilian. We play happy.”, and on the promotion of a new shoe, the Nike Air Legend FG. The site which has a typical Nike’s advertainment approach will further develop during the year, taking users around the world with the launch of new sections dedicated to Los Angeles (coming in February), Miami (coming in March) Dallas (in April) and New York City (in May).
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