Harnessing the Power of Online Social Communities for Branding and Market Development

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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.

Case Details:


Case Code : MKTG164 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges  


Marketing Management/ Product management, Consumer behavior, New and emerging media
Case Length : 20 Pages
Period : 2000-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Nike, Inc., Procter & Gamble Company, ABC Entertainment
Industry : Footwear/ FMCG/ Media and Entertainment
Countries : Europe, USA


This is a collection of three caselets that explore how three well-known companies (across three different industries) harnessed the power of online communities in brand building and market development. The first caselet deals with athletic footwear giant Nike Inc., which created an online community as part of its Joga Bonita campaign for the FIFA World Cup 2006. This campaign helped it to ambush market its products in the high profile sporting event even though it was shut out of most of the traditional media by the official sponsor Adidas.

The second caselet deals with the two online word-of-mouth (WOM) marketing programs of consumer goods giant P&G.

While Tremors was an online community for teenagers, Vocalpoint was an online community for moms. Though these were controversial, both the online communities were very effective in increasing the sales of P&G's products.

The third caselet deals with broadcaster ABC's integrated marketing campaign (IMC) for its TV drama series, Lost. The IMC comprised of traditional and emerging medias, such as, mobile marketing, web-based alternative reality games, etc. The buzz generated due to Lost helped to create a number of online communities which brought in a wider audience for the series.


Appreciate the importance of new and emerging media in view of the change in environment, and media consumption behavior of the target audience

Understand the pros and cons of using online communities in brand building and market development

Understand how online communities can be built and sustained over time


  Page No.
Caselet 1: Nike's Joga Bonito Campaign for the 2006 FIFA World Cup 1
Caselet 2: P&G Empowers Teens and Moms 5
Caselet 3: ABC Converts its 'Lost' Viewers into 'Sci-Fi Nerds' 10
Exhibits 16


Nike Inc, Procter & Gamble, ABC Entertainment, Joga Bonito, Consumer behavior, Online community, Social networking, Ambush marketing, FIFA World Cup, Advertising , Creativity, Joga.com, Internet TV, Branding , Integrated marketing campaign, Tremor, Vocalpoint, Word-of-mouth marketing, Buzz marketing, Ethics, Advertising, The Lost Experience, Alternative reality game, Lifestyle brand, Cult brand

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