Nike's "Joga Bonito" Marketing Campaign

            
 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG150 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Advertising and Promotion, Brand Management
Case Length : 27 Pages
Period : 2001-2006
Organization : Nike Inc.
Pub Date : 2006
Teaching Note : Available
Countries : Europe, USA
Industry : Footwear

Abstract:

This case is about Nike's "Joga Bonito" campaign for the 2006 FIFA World Cup that was held in Germany from June 09, 2006 to July 09, 2006. Through its Joga Bonito (Play Beautiful) campaign, Nike sought to promote the beautiful aspects of the game of football such as creative play, professionalism, courage, and team spirit.

It was a multi-pronged campaign, which comprised of a series of advertisements (ads) that featured a number of football superstars, an online TV channel dedicated to football called Joga TV, a social-networking website, Joga.com, and a Joga3 futsal tournament.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The case discusses the reasons that made Nike develop and launch this campaign and the competition it faced from Adidas. The case also discusses the reactions of fans and media analysts to the campaign.

Issues:

Understand the advertising and marketing strategies adopted by global athletic footwear giants like Nike and Adidas to cash in on the popularity of the FIFA World Cup

Critically analyze the pros and cons of Nike's Joga Bonito campaign for the 2006 FIFA World Cup

Understand the increasing importance of online social communities and digital media as a cost effective tool for marketing communication

Contents:

  Page No.
Nike and the Beautiful Game 1
Background Note 2
Adidas - The Official Sponsor 4
Bend it like Nike 5
The Joga Bonito Campaign 7
Nike Scores a Beautiful Goal… 11
...Or a Self-Goal? 12
Outlook 14
Exhibits 15

Keywords:

Nike and Adidas, FIFA Football World Cup, Joga.com, Ambush Marketing, Official Sponsor, online social communities , marketing communication, Advertising, Brand Management, social-networking, digital media, Futsal, Sponsorships, Team Jersey, Team Kits, Puma

Nike and the Beautiful Game - Next Page>>


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