Nike, Puma, Pepsi, Carlsberg and Coke round out the top-five spots.
As nearly every person on the planet knows, the World Cup kicks off tomorrow. Given that the world of online video has a tendency to reflect our global society's collective consciousness, it is no surprise that there has already been plenty pre-game excitement across the Web's video destinations.
We here at Visible Measures have been tracking the constellation of brand-driven online video ads related to the world's largest sporting event. Some have already landed on Ad Age's Top 10 Viral Video Ads Chart, while others have comparatively fallen flat. To give you a preview of some of the top ads you might see over the next month, we took a look at five of the most-viewed online video ads associated with the World Cup thus far. Please click here to view: Advertising Age - Blog Posts
Showing posts with label Nike. Show all posts
Showing posts with label Nike. Show all posts
Thursday, June 10, 2010
Friday, June 4, 2010
Business Insider: Adidas Launches Its Answer To Nike With Its Amazing Star Wars Themed World Cup Ad
Adidas launched its World Cup themed advertisement today, and it features a Star Wars
theme with guests like Daft Punk and David Beckham.
But is it better than the amazing Nike spot?
Via The Guardian: Read more: Business Insider
theme with guests like Daft Punk and David Beckham.
But is it better than the amazing Nike spot?
Via The Guardian: Read more: Business Insider
Thursday, June 3, 2010
Friday, May 28, 2010
i [love] marketing: Why Nike’s “Write the Future” is Rewriting the Past
Everyone is talking about the new Nike World Cup spot, and with a good reason: it's a beautifully told story that transcends media formats to deliver a truly emotional and inspirational experience. In 30 seconds, it appeared that Nike finally cracked the code by combining what's it best at with the power of digital distribution. And, Weiden + Kennedy showed us what it means for a brand to truly participate in culture.
Or, did it? Is this really still a way to build a strong digital brand? It's clear what Nike tried to do with its spot: to insert itself into the culture around the World Cup. And that's fine - without this connection, as the popular argument goes, Coke is just a soft drink, Google is just a search engine, and Nike's nothing more than a pair of sneakers. People need symbolic power of brands in their lives, because it turns their connection with products into something with cultural meaning. Brands help them navigate the world, understand their role within it, and broadcast the message about who they are. In this believable, albeit slightly needy scenario, all that brands have to do to reclaim their relevance is to sneak into popular conversations and become something that people use to tell their story better.
The problem is, we are today dealing with a completely different sort of culture. Yes, World Cup is a big and awesome event, but how it’s going to play out in the lives of soccer fans next month is part of the emerging digital culture, and not some symbolic inspirational culture that Nike – and other brands – are so desperate to penetrate.
Digital culture is based on tools, incentive systems and ideas that have absolutely nothing to do with brand or cultural symbols. In other words, how people get inspired and motivated, how they identify with something, and build their identity online has refreshingly little to do with brand stories told through 30-second spots.
This year’s Cannes Young Lions 48 Hours Ad Contest bubbled up Chatroulette for a Better World, aimed to raise awareness of the clean water problem. Why does it matter? What it offered is a simple execution, and more importantly, plenty of inspiration without representation. Go to Huffington Post to see what’s new, you may as well became a “Networker,” “Moderator,” or “Superuser.” Go to 7-Eleven and buy something, and you can unlock some Farmville animal, courtesy of Zynga. Stumble upon the new Mitchum deodorant site, and you may end up there for a while watching videos of the “Hardest Working ______ in America.” Or, start following the World Cup in a few weeks, and you will probably be equally interested in what all other soccer fans are saying about it on Twitter as in the soccer itself.
All of this suggests a new sort of networked, reciprocal, gift-based, game-like digital culture today -- and digital culture is quickly becoming popular culture. Apply badges, likes, cues, contests, and make-believe social settings to the World Cup, and all of the sudden you have a completely different beast you are dealing with. Why didn’t Nike do something with it? It’s World Cup campaign may have played out completely differently if it used all these things to inspire fans to connect with each other, with the global soccer culture, and with the Nike brand, for that matter.
"Write the Future" tells a story about how the World Cup is the stage where players can achieve immortality. It's meant to inspire not just for soccer fans but also people in the industry that things, after all, may work out for the better. The Internet, sadly, will never offer this sort of culture they are hoping for to make their brands relevant there. Only a lot of missed opportunities.
Why? Because it is this other sort of culture, digital, that gives people ability to play with who they are and to explore who they want to be. It doesn’t give people stories to consume or to talk about, it allows actively making them. Or, to stay true to the theme, it lets people write the future.
Here's an idea for brands: crack that code, and you may as well be doing the same thing...i [love] marketing.
Or, did it? Is this really still a way to build a strong digital brand? It's clear what Nike tried to do with its spot: to insert itself into the culture around the World Cup. And that's fine - without this connection, as the popular argument goes, Coke is just a soft drink, Google is just a search engine, and Nike's nothing more than a pair of sneakers. People need symbolic power of brands in their lives, because it turns their connection with products into something with cultural meaning. Brands help them navigate the world, understand their role within it, and broadcast the message about who they are. In this believable, albeit slightly needy scenario, all that brands have to do to reclaim their relevance is to sneak into popular conversations and become something that people use to tell their story better.
The problem is, we are today dealing with a completely different sort of culture. Yes, World Cup is a big and awesome event, but how it’s going to play out in the lives of soccer fans next month is part of the emerging digital culture, and not some symbolic inspirational culture that Nike – and other brands – are so desperate to penetrate.
Digital culture is based on tools, incentive systems and ideas that have absolutely nothing to do with brand or cultural symbols. In other words, how people get inspired and motivated, how they identify with something, and build their identity online has refreshingly little to do with brand stories told through 30-second spots.
This year’s Cannes Young Lions 48 Hours Ad Contest bubbled up Chatroulette for a Better World, aimed to raise awareness of the clean water problem. Why does it matter? What it offered is a simple execution, and more importantly, plenty of inspiration without representation. Go to Huffington Post to see what’s new, you may as well became a “Networker,” “Moderator,” or “Superuser.” Go to 7-Eleven and buy something, and you can unlock some Farmville animal, courtesy of Zynga. Stumble upon the new Mitchum deodorant site, and you may end up there for a while watching videos of the “Hardest Working ______ in America.” Or, start following the World Cup in a few weeks, and you will probably be equally interested in what all other soccer fans are saying about it on Twitter as in the soccer itself.
All of this suggests a new sort of networked, reciprocal, gift-based, game-like digital culture today -- and digital culture is quickly becoming popular culture. Apply badges, likes, cues, contests, and make-believe social settings to the World Cup, and all of the sudden you have a completely different beast you are dealing with. Why didn’t Nike do something with it? It’s World Cup campaign may have played out completely differently if it used all these things to inspire fans to connect with each other, with the global soccer culture, and with the Nike brand, for that matter.
"Write the Future" tells a story about how the World Cup is the stage where players can achieve immortality. It's meant to inspire not just for soccer fans but also people in the industry that things, after all, may work out for the better. The Internet, sadly, will never offer this sort of culture they are hoping for to make their brands relevant there. Only a lot of missed opportunities.
Why? Because it is this other sort of culture, digital, that gives people ability to play with who they are and to explore who they want to be. It doesn’t give people stories to consume or to talk about, it allows actively making them. Or, to stay true to the theme, it lets people write the future.
Here's an idea for brands: crack that code, and you may as well be doing the same thing...i [love] marketing.
Monday, May 17, 2010
welcome to optimism: Nike Write The Future - Phase One
A date for your diaries: Thursday 20 May at 6pm. Nike's launch of its World Cup commercial via a webcast on Facebook. This will be the official, global premiere of the full-length 3-minute content before it airs on UK TV.
But to whet our appetite, short clips are being released this week. The first of which went live on Saturday and features our national footballing hero Wayne Rooney as you've never seen him before - and hopefully as you'll never see him again.
After one wrong pass in a crucial match, we see how his glittering, international career could diminish into life in a trailer park. You can check out the clip below and then we recommend you put the webcast in your diaries - the World Cup comes around only once every four years and with this ad to kick off the tournament, it's not one to be missed. welcome to optimism
But to whet our appetite, short clips are being released this week. The first of which went live on Saturday and features our national footballing hero Wayne Rooney as you've never seen him before - and hopefully as you'll never see him again.
After one wrong pass in a crucial match, we see how his glittering, international career could diminish into life in a trailer park. You can check out the clip below and then we recommend you put the webcast in your diaries - the World Cup comes around only once every four years and with this ad to kick off the tournament, it's not one to be missed. welcome to optimism
Tuesday, May 11, 2010
welcome to optimism: TAKE TO THE STAGE
Following on from the INSPIRE THE BOOTS competition we blogged about last week, Nike is simultaneously running another contest: one whose prize is the ultimate for any young football fan – to be the voice of the brand on the ground in South Africa this Summer.
And not only that, the chosen young fan will complete Nike’s trio covering all the World Cup action and news, alongside chart-topping Tinchy Stryder and Premier League defender Anton Ferdinand. Read more @ welcome to optimism
And not only that, the chosen young fan will complete Nike’s trio covering all the World Cup action and news, alongside chart-topping Tinchy Stryder and Premier League defender Anton Ferdinand. Read more @ welcome to optimism
Monday, May 10, 2010
Friday, April 23, 2010
Hard Knox Life: The Secret Behind Nike Air [video]
More brilliant work from the folks at Nike. The blending of marketing and entertainment continues…
Hard Knox Life
Hard Knox Life
Subscribe to:
Posts (Atom)
