von Roland Hachmann | Mrz 21, 2006 | Ad News, Blog, Digital Marketing, Online Advertising
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.)
von Roland Hachmann | Mrz 21, 2006 | Blog, Digital Marketing, Online Advertising
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)
von Roland Hachmann | Mrz 18, 2006 | Blog, Digital News, Online Advertising
A pretty silly idea and microsite, enjoyable nonetheless: CowAbductions. A microsite where you can share your experiences, incase your cow got abducted, too.
Seems to be done as a teaser for a milk campaign called „got milk?“.
(via )
von Roland Hachmann | Mrz 16, 2006 | Ad News, Blog, Digital Marketing, Digital News, Online Advertising
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“.
(thanks, Adland.)
von Roland Hachmann | Mrz 14, 2006 | Ad News, Blog, Digital Culture, Digital Marketing, Online Advertising
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.)
(triggered)
von Roland Hachmann | Mrz 12, 2006 | Blog, Digital Marketing, Online Advertising
The next logical step: offer feeds for commercials as a podcast of vidcast.
True, most people don’t like to watch commercials. But if someone is a fan or even an advocat of a brand, he/she will most likely want to watch every spot that is newly released.
And then there are those people generally interested in good TV commercials (just think about the fact that lots of people like to watch the Super Bowl commercials or the Cannes Roll.
So why not offer these people a feed, where they are notified whenever a new spot is available? That way, they can TiVo all the other ads on TV and still see the spots they like.
Does this work for every Brand, low as well as high involvement brands? Probably, if their TV spots are entertaining enough.
(via)
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