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).
NBA player LeBron James stars in Nike’s latest campaign “Chamber of Fear,” which promotes James’ Air Zoom LeBron II shoe and are based on the 1978 Bruce Lee flick “Game of Death.” The Tv ad has been banned in China since it “violates regulations that mandate that all advertisements in China should uphold national dignity and interest and respect the motherland’s culture”. Nike has also created a complicate site and an online “Chamber of Fear” game.
I loved the expression Sean Finnegan, Digital Client Communications Director, OMD, used to comment Nike’s latest microsite featured in iMedia Connection’s showcase. Nike’s “Vapor Station” presents a futuristic online experience in which users can discover the Art of Speed videos, as well as the Vapor series shoes. You can’t miss it
Art of Speed is the blog Nike is about to launch showcasing a series of 15 short films on the theme of speed. The New York Times (free reg.) dedicates an article to the fact, collecting both positive and negative opinions. Some are skeptical that online readers will be interested in reading an advertorial blog. I tend to agree with this opinion, but I also believe that contents’ quality will be the key point users will look at in choosing what to read or avoid.
Nike has been running a three months campaign on Lycos Spain to promote its 3d soccer game on www.nikefootball.com. They took advantage of a new rich media format, the “widebanner” (728×90 pixels), which is particularly effective for branding, but has proven valuable also to build traffic to the dedicated web site. Read more on Lycos Espa�a.
Nike is using MMS to promte its event series “Panna K.O.” in Germany. As Wuv explains, Nike has decided to take advantage of mobile marketing in order to reach a specific target group: teenagers passionate about football. The campaing, developed by German agency Yoc aims to increase awareness of the Panna event and football tournament which will travel around the country in May.
Nike dominated this year’s Cyber Lions Adage winning seven Lions for work in four different countries. “If this continues, this is going to become the Nike festival, at least on the cyber side” remarked Cyber jury president Marco Tinelli of Paris agency FullSIX. More information concerning the Web sites awards can be found on Brand Republic while the complete list of awared Cyber Lyons is on Le Journal du Net (fr).
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