Adrants has some news on really excellent Guerilla Marketing by Nike.
All it took was three cars:
Wonder if we get to see cool stuff like that here in Germany during the world cup?
Here are some images (source)
Adverblog points me to it first:
Google and Nike have partnered to launch Joga, an online community for football fans „by invitation only“.
The site is Joga.com, as in Joga Bonito: „Play beautiful“.
Since it is, sofar, „by invitation only“, I have no idea what it looks like inside. And I haven’t found a blogger who has seen it. So here is the view from the outside.
As soon as I get my „invitation“, I will let you know more.
On the login page you can see a video with one of the soccer heros of the 90s, Eric Cantona, hijacking a german television station. (Shoving away two very boring sounding German anchormen – and I may say that, being German myself.)
His message in the video is clear: joga bonito! And while he preaches what will hopefully be the new mantra for the worldcup this year, you can see lots of nice tricks and gameplays in the background – mostly by brasilians, but that’s natural, isn’t it. Both in terms of reputation and sponsorship by Nike.
Very good idea, everyone will appreciate that call for beauty in soccer-gameplay this year.
But for Nike and Google it’s more than that:
Joga.com is a free network where members will be able to create Web sites and send e-mail, photos, and video clips, as well as access Nike content related to its sponsored athletes such as Brazilian superstar Ronaldino or U.S. soccer prodigy Freddy Adu
Writes Businessweek, and continues later on that page:
For Nike, Joga.com is the latest example of how it is keeping in touch with its core consumers: young males who increasingly get their information from digital sources. As evidenced by sites such as MySpace, young teenagers and college students connect online, communicate through instant messaging, and spend hours surfing the Web. Nike’s new soccer-marketing campaign, „Joga Bonito“ (play beautifully), is mostly aimed at reaching young soccer consumers through various forms of digital media.
A very smart move to surf on the worldcup tidalwave of this year to test new forms of engaging the target group. Because if this turns out well, Google and Nike will roll-out this kind of approach to other sports, such as basketball, baseball, etc.
A series of short videos (by Wieden & Kennedy) is also part of the effort. The first one on that site being the one you can already see at joga.com.
Just a quick link: Jaffe Juice: A World without Advertising is now available for downloading. It’s a presentation he gave at the Boston Ad Club Symposium.
A highly amusing Microsite by Pepsi for the upcoming worldcup in Germany: mydadada.com
The main feature of the site is a video with some of the top footballers (ronaldo, ronaldinho, beckham) playing football against a bunch of bavarian (!) – not German – fellows. People outside Germany might not be aware of this: There is more to Germany, than just Bavaria. But I guess, people outside Germany don’t care about this (and why should they, admittingly).
The underlying song (da, da, da) is one of the most famous German songs – however, it is almost 20 years old. Question is: is it Pepsi, or us Germans, who couldn’t do any better than that?
A feature I found quite funny: „have your favourite German call“ – you can select a sentence spoken in a heavy German accent and then send this audio to a mobile phone of a friend of yours! It didn’t work for me, I guess it just works in the US.
I guess we’ll see a lot more of this in the next 3 months. Just wait what’ll happen, once the guys from England start „slagging the krauts“.
Adverlab shows some incredible print ads that really make the most out of the medium, utilizing different paper types, etc.
As one of the many examples at adverlab:
(Nigrin car polish. original source)
The MIT Advertising Lab has news about the first ad made by rocketboom being live now. A series of ads sold for $40.000 on eBay.
You could potentially watch it here, however they currently seem to experience a lot of traffic, so the page won’t load properly.
As „we are the media“ writes:
It was only a month ago that they sold their first advertisement package on ebay. The highest bidder, an atm company, gets an advertisement put at the end of every Rocketboom for a week. Rocktboom gets complete creative control and retains the creative commons copyright on it and so if their client likes the advertisement and wants to show it on tv, they have to buy !
That they kept creative control is probably not in the favour of the advertisers, but as the article continues, rocketboom seems to have found a good way of integrating the ad into the show:
Because they are not limited to television’s thirty seconds, they have added subtlety and intruigue and a great narrative story to the advertisements that will make Rocketboom subscribers sit on the edge of their seats waiting for the next days advertisement.
(As mentioned above, I haven’t seen the ad myself, yet … so more commentary might follow.)
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