Nike: Join Bode
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).
Unfortunately, much like Reebok’s Dan & Dave campaign for the Barcelona Games, Bode hasn’t held up his end of the bargain, failing to win any medals.
Seems like a bust.
You missed the point. It’s not about winning medals…
http://www.nike.com/joinbode/index.jsp?movieName=tv_winning_vid&sec=6&vid=10
Do you mean to say this “shows how smart Nike and W+K is”
I agree though. This campaign is very comprehensive and smart.
Ya its about talking big and then complete failure under pressure.
the campaign mirrors the cockiness and monumental failure of Bode in the Olympics. The page asks me to install a flash player I don’t have and won’t install (I am sure there is some award winning material behind the technology hurdle) - just looking at the banner and the inital page - that’s what 99.5% of us see - overall from a marketing standpoint it’s zero points at best if not a negative balance for nike.
fyi, another memento of Bode’s Olympic meltdown … his Nike-sponsored perspective on training-induced puking:
http://adverlicio.us/node/907
Wow! What a complete and total failure Bode Miller is.
He gets completely wasted on several nights before races and either does not finish or gets disqualified. His best finish in 5 races was 5th.
We need people in the Olympics that actually want to be there. Bode did not. His putrid performance and interviews showed he did not want to be there.
Way to go Nike! It was not a shock to read that Nike was replacing the person that brought Bode on board.
I like the comment in this weeks Newsweek magazine’s conventional wisdom section. “We’ll “joinbode.com” if he ever manages to get to the podium. P.S. We put this jerk on the cover?”
Bode Miller is a loser! But he got to “party on an olympic level”. What a waste. No wonder he was “self-taught” by his hippie parents.
Bode Miller is a disgrace to our country and I look forward to NOT seeing him in he next Olympic games.
He’s an ankle break away from flipping burgers at McDonalds.
I think people are being too hard on Bode we put too much pressure on him. some reason i think the media some how expected Bode to won all 5 metals don’t you think the other country work hard as much. But us american we put the Bode down just because he did not get any metals, People fail all the time.It’s part of life. I’ve watch bode in Torino I think he did his best at that moment, but others was just better than him . Give him a break
Rulsa its not the fact he didn’t win any medals, its the fact that he didn’t care that he didn’t care about what he was doing. all he seemed to care about was his olypic level partying. and what exactly is
“olympic level socialization” anyway?