NIKE, AKQA and MindShare Partner to Change Widget Advertising For Good
was the headline of the press. While it engrossed many peopleâs interest, it also gave them a break and reminded them that ‘change begets more change’. Widgets are not a new change for consumers. What has altered is our use of them as an easy way to allocate content for brands by sharing the content and functionality in them with our communities. The radiant marketers at NIKE Football know that the brand site, at launch, is a place for consumers to fall in love and share. Eyeblaster, home of the world’s most innovative integrated digital marketing solutions, has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and assess innovative branding video widgets for NIKE across 10 countries. As part of a multi-faceted campaign that crosses numerous borders, the widgets leverage Eyeblaster’s digital expertise and technology to enhance user experience and brand assimilation for one of the most well-known brands on the planet.
We’re excited to launch one of the largest global video widget campaigns ever. AKQA’s creative ability, MindShare’s leading distribution strategy and Eyeblaster’s targeting technology is enabling Nike to distribute content in ever-smarter ways.
said Mike Cookson, content and media director at Nike EMEA. NIKE’s new campaign uses ad-unit content distribution (ACD) to extend the reach of NIKE branded football films found on its NIKE Soccer website. AKQA designed the NIKE widget to showcase video using well known sporting and media celebrities to deliver NIKE branded content directly from a video banner ad to social networks, homepages, blogs, etc.
The campaign uses paid media combined with Nike Media (i.e. sites, banners and applications) to inspire consumer generated media across the globe. Here is the lift from the press propaganda sheet:
Eyeblaster, home of the worldâs most innovative integrated digital marketing solutions has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and measure innovative branding video widgets for NIKE across 10 countries.
Source: Joannapenabickley, CNBC
