Google and Nike have linked up to create an online community or social
networking site for football fans - www.joga.com - to take advantage
of the football frenzy that will be whipped up by the World Cup in
Germany. The site builds on Nike's latest advertising campaign, fronted
by French football legend Eric Cantona.
The site is available in 14 languages and will allow fans to upload
pictures, news and comment; create their own online clubs and access
information about Nike's Joga3 tournaments. There will also be exclusive
content, including interviews, on Nike's stable of football stars,
which includes Wayne Rooney. The site, which is registered to Google,
is only accessible by invitation and is officially in "beta"
testing. It is understood to be the first time that Google has created
and maintained a site for a third party in this way.
A Google spokesman says: "Social networks enable users to
connect with friends and people who share their interests, as well
as to information that is important to them - which is part of Google's
mission."
The site links in with Nike's new ad campaign, created by Wieden
& Kennedy Amsterdam, which shows Cantona taking over a TV sports
broadcast to encourage footballers to "joga bonito" -
the Portuguese for "play beautiful". The ads contrast
examples of fouls and bad football with clips of "beautiful"
football from stars such as Brazil's Ronaldinho and England's Rooney.
The ads and the website also promote Joga3, a new cut-down, three-a-side,
form of football, which Nike says is intended to develop greater
skill.
Source: Marketing Week | Published: 23 March 2006 00:00 |
