Comments on: French Football Players Star In Nike Virals

By: Igor

Igor — Wed, 08 Apr 2009 13:12:38 +0000

@ Alex

Thanks for your reply. Think that’s a very fair and true statement: the truth is mostly in the middle indeed.

Cheers

Igor

By: AlexSorent

AlexSorent — Wed, 08 Apr 2009 13:10:32 +0000

Well, these are interesting thoughts. I think they are true. However, everything is
relative and ambiguous to my mind.

By: Igor Beuker

Igor Beuker — Thu, 12 Mar 2009 11:01:42 +0000

@ Piotr

A clear call to action in the end should not be a problem? Especially not if you are an identity brand like Nike…

Liked your blog by the way

Cheers

Igor

By: RSW

RSW — Tue, 10 Mar 2009 13:46:11 +0000

I agree that these videos are entertaining. Most viral videos, however, subtly reference the product. I am aware that it is a fine line to walk with these ads, and Nike has a strong tradition of really embracing the viral market. That does not mean, however, that this set of videos help the brand in anyway. There is no significant reference to anything inherently Nike. Where is the ROI?

Yes these ads are creative, but they do not clearly communicate a message.
http://www.respinningtheweb.com/?p=521

By: Igor

Igor — Tue, 10 Mar 2009 13:03:47 +0000

@ Martina, Matt, Matthijs and Huseyin.

I really agree with Nike’s skills to drive entertainment and engagement. I also like the virals.

But if I read Nike’s goals and the DDB rationale I think the commercials have a week end. Where’s the last screen that tells i.e. that it’s:

1. V for Victory?
2. About Track Jackets?
3. No invite or URL?

So, consumers that have seen the commercials might like it. But are they aware it’s about V for Victory, About new Nike Track Jackets or where the can see more? Don’t think so.

So that Nike is entertaining: true in these virals. If it’s clear what consumers should: know, think, feel??!

So for entertainment a 9+. For relevant and clear communications a 5-.

Viral commercials are never a goal. They are just means (tools) to realize communication goals..

Knowing Nike’s awareness on tracking gear: they really need to boost that..

Cheers

By: Matthijs Roumen

Matthijs Roumen — Tue, 10 Mar 2009 09:59:20 +0000

Matt, that's a great point of discussion! I think that entertainment is the biggest key. However, it should be believable at some point. If it looks to fake, I don't think it will spread. You wouldn't send a video to a friend if you know its not realistic, it might make you look like a fool. The source should be transparent though, otherwise the commercial might get banned (just like what happened to Cardo Systems).

By: Hüseyin Erkmen

Hüseyin Erkmen — Tue, 10 Mar 2009 02:53:25 +0000

We see that Nike use too much viral campaigns and they are really good. We see the others in Turkey also, it is so local so global.

By: Matt

Matt — Mon, 09 Mar 2009 14:21:25 +0000

These are definitely great videos for Nike, I am a fan of most sports-related virals (which tend to be the funniest or most entertaining).

I actually came across a blog that asked whether or not it mattered if a viral video was real or if it was raw entertainment value that mattered.

http://www.tcapushnpull.com/?p=444

After looking at entertaining videos like this, I’d say it’s probably more so how entertaining something is that matters most.

By: Martina

Martina — Sun, 08 Mar 2009 22:39:31 +0000

Ciao Igor, FYI I did not work on this campaign. It’s Nike France, not Nike Italy behind it, so all the credits should go to my French colleagues.
Ciao!