Nike has recently launched the《踢出火》(“Ignite Your Game”) marketing campaign in Hong Kong just before the end of 2008/09 football season. Its incredible Arsenal vs Manchester United TV commercial frequently appears in major TV channels as well as on the homepage of YouTube geo-targeted for Hong Kong visitors. There are ads in print out-of-home media, but it is digital media making the integrated campaign more engaging to raise far more brand/products awareness for Nike.

Video Worth a Thousand Words

Comparing with standard banner ad, display ad with stunning video is much more effective in building brand awareness and delivering the campaign message to audience. This incredible Arsenal vs Manchester United match video shows how players, featured by Fabregas and C. Ronaldo, ignite their game during the remaining additional time. Video worth a thousand words in online marketing too.

Interactive Campaign Site

To convert the awareness into engagement and make it more viral, this Nike Football Ignite Your Game campaign mini-site is really stunning. There is a lot of trainings and challenges hi-res videos demonstrated by many football stars how they get ready to ignite their game, and so do the audience. Its interactive complement what standard and video ad cannot achieve.

Targeted Football Fans in GoalGoalGoal.com

Nike Football also partners with GoalGoalGoal.com, a local soccer forum, to create an individual section for “Ignite Your Game”. They publish latest soccer news and updates about their Nike 5 Football competition in Hong Kong.
Besides the interactive campaign site, GoalGoalGoal can effectively attract the targeted group of football fans and create more awareness of “Ignite Your Game” campaign among them. It makes the whole campaign a more integrated one.

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