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 |
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MKTG150 |
For delivery in electronic format: Rs.
500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra
ThemesAdvertising and Promotion, Brand Management |
| Case Length |
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27 Pages |
| Period |
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2001-2006 |
| Organization |
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Nike Inc. |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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Europe, USA |
| Industry |
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Footwear |
Abstract:
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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.
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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:
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
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