Nike integration of TV, online a strong lesson

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MARKETER: Nike

WHERE TO FIND IT: whatever.nike.com

CRITIQUE: Last week we talked about how carrying the theme between a Web site and commercial is a good start, but that Electronic Data Systems Corp. didn't do much more than that. This week, however, Nike shows us how it's done. Nike has a distinct advantage in branding. All it has to do is put up a banner with that big swoosh on it and everyone knows what it's talking about. But Nike's not content with that, though the whatever.nike.com banners running on mtv.com are certainly effective in themselves.

Nike is an example of how to put together an integrated marketing campaign with the TV and the Internet playing to their own -- and each other's -- strengths. The fast-action TV commercials from Wieden & Kennedy, Portland, Ore., are cliff-hangers that urge viewers to find out how the spot ends at whatever.nike.com. People who do go to the site find a multimedia bonanza and can watch video clips of several different endings.

During one ending of the Mark McGwire spot, for instance, the characters run, play basketball and fish to promote cross-training shoes that are used for . . . whatever.

This promotion is good for whatever as well. It has an impressive amount of product information, branding, humor, interactivity and cross-media promotion; good design; solid execution; and a banner campaign to promote it as well.

Nike is a good example to others who want to get the most out of their Net marketing bucks.

WHO CREATED IT: one9ine, New York

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