Joga.com – „social advertising“ by Google and Nike

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.

(via here, here and here.)

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cool breath power – yeah!

A product I didn’t know about so far suddenly kept me busy exploring their advertising for a couple of minutes. The winterfresh microsite looks like a crudely drawn piece, but there are many nice things in the details (such as the clouds that float away from your mouse cursor or a UFO with an alien holding out a sign saying „buy winterfresh“ – the same written in the sand on the beach).

You can also click the flying winterfresh packages and get 50.000 bonus points (just for what, I don’t know).

And, since it seems to be a must for many advertising microsites, there are also a couple of clips to be watched. In the same crudely drawn manner…

(via adland)

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The new Net boom

David Kirkpatrick of Fortune has good news for everyone working in this industry: The new Net boom is happening.

It may look like 1999, but this time it’s for real, and users, rather than investment bankers, stand to benefit. […] This is a real industry boom, not a Wall Street-hyped investment bubble.

Companies actually find ways of delivering added value for users before they sell their business model. And the entrepreneurs don’t aim for an IPO („instant porsche owner“), they mostly sell to bigger companies.

An encouraging trend, hope Mr. Kirkpatrick is right!

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A documentation on the early internet in 1972!

1972 was a very special year: it was the year I was born. (Just kidding…)

It is, however, the year in which Steven King produced the documentary Computer Networks: The Heralds of Resource Sharing.

A 1972 documentary on ARPAnet, the early internet. A very interesting look at the beginnings of what is now a huge part of most of our lives.

This clip is fascinating, considering it’s 30 years old!

(Now you can embed Google video into your site, same as with YouTube.)

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Links & News – 17. March

Steve Rubel points twice to a Forrester Research:

I guess this report is really worth getting.

Some other interesting stuff:

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