Cool Marketing Thoughts

One word: AWESOME. Setup of the action: Nike started a football chain. The ball comes into the screen from the left and exits on the right. This is repeated over and over again and forms the collection of consumer generated videos. Nike’s The Chain is one single video file, chopped up into over one hundred of shorts from active users from 30 countries. At this time there’s about 11 minutes of movie, but it’s still growing. The Chain is aka Joga Bonito, part of the Nike/Google Joga adventure, except that the video uploads for this part of Joga isn’t done by Google.

Nice frames: look for the spray-paint artists who’ve interpreted the mission in their own fashion. The ball comes into the screen from the left, stays in the screen as they paint and then exits to the right. It’s exactly like Nike told it to happen, but it’s a very clever and cunning interpretation to promote your other skills. It’s like they’re saying: We’re not the new Ronaldo, we can’t do a lot of tricks… but look at what we’re really great at! The concept leaves a lot of room for freedom. Starting directors with some creativity and free time on their hand can show off remarkable things here. I like this a lot.

See The Chain, and join Joga Bonito.