AdWeek popped our iTV campaign for Nike, citing the "most ambitious push in that medium to date". Yep, pretty interesting stuff. We will push this thing a hell of a lot farther, but it's a great tipoff. Most interesting is the blend - of media, of creative, of interactive technology.
"We've gotten to the point where all media needs to be interactive," said Joe Staples, associate creative director on the Nike account at Wieden.
From the article:
"...the campaign include[s] more than 20 minutes of interactive content...[from a US persepctive] Nike's push into the space is seen as historic in its comprehensiveness."
"This is certainly the most sophisticated interactive-TV campaign that the U.S. has ever seen," said Michele Bogdan, senior VP-marketing at Ensequence, which helped Nike's agencies, Wieden & Kennedy and R/GA, produce this effort. "Nike has taken this to a whole new level."
The campaign, which also includes substantial print and internet components, features athletes in Nike's endorser stable who tend to rely as much on quickness as they do upon size, speed or power, according to Mr. Staples. They include, in addition to Mr. Tomlinson, basketball's Steve Nash, runner Lauren Fleshman, Olympic sprinters Asafa Powell and Sanya Richards and tennis player Rafael Nadal, all of whom wear Zoom shoes -- said to be more reactive due to their close-to-the-ground construction -- to train.
"Everybody knows what speed is and what power is," said Mr. Staples. "Quickness wins the game."