Nike's "Joga Bonito" Marketing Campaign

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Case Details:

Case Code : MKTG150
Case Length : 27 Pages
Period : 2001-2006
Organization : Nike Inc.
Pub Date : 2006
Teaching Note : Available
Countries : Europe, USA
Industry : Footwear

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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.

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"That (Joga Bonito campaign) goes way beyond somebody saying, 'Oh, yeah, I saw a commercial' …Gone are the days where you can put an ad out and hope people see it. Anyone who doesn't understand the change in the landscape does so at their own peril."¹

- Trevor Edwards, vice president for global brand marketing, Nike, Inc., in May 2006.

"By enrolling consumers in shaping the marketing, Nike is figuring out what kind of microcontent audiences want and nurturing deeper bonds of loyalty and advocacy."²

- Pete Blackshaw, chief marketing officer, Nielsen BuzzMetrics³, in July 2006.

"Beyond its nakedly commercial intent, Nike's Joga Bonita strategy seems like a rather poignant attempt to impose a "play ethic" - no diving, no faking, no arguing; all skill, all imagination, all daring - on a game whose players are much less purist and noble, much more flexible and calculating, than even those figures venerated in the adverts."⁴

- Pat Kane, writer and creativity consultant, in July 2006.

Nike and the Beautiful Game

In March 2006, Nike, Inc. (Nike), the world's largest athletic shoe manufacturer⁵, and Google Inc.⁶ (Google) announced the launch of Joga.com, a social networking website for football⁷ fans across the world. This was part of Nike's "Joga Bonito" campaign, the company's global marketing initiative during the build up to the 2006 FIFA⁸ World Cup (2006 World Cup) to be held in Germany from June 09, 2006 to July 09,2006.

Through its Joga Bonito campaign, Nike sought to promote the beautiful aspects of the game of football such as creative play, professionalism, courage, and team spirit."Joga Bonito" is a Portuguese phrase that translates into "play beautifully" in English.

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, and the social-networking website, Joga.com. As a part of the campaign, Nike also organized a Joga3 tournament, a short-field 3-on-3 futsal⁹ game.

Football, the world's most popular sport, is widely referred to as "The Beautiful Game". Prior to the start of the 2006 World Cup, Infront Sports & Media¹⁰ (Infront), the official holder of the broadcast rights for the event, said that the event would be broadcasted to over 200 countries and territories. Infront projected a cumulative viewing audience of 32.5 billion, which was a 10 percent increase over the 2002 World Cup¹¹. Marketers were keen to showcase their brands and reach out to this huge captive audience. In addition to being a widely watched sport, the global market for branded football-related sports products was estimated to be approximately 2.5 to 2.6 billion euros¹² (around US$ 3.3 billion) in 2005.

Nike's "Joga Bonito" Marketing Campaign - Next Page>>

1] Sean Gregory, "Global Game," www.time.com, May 14, 2006.

2] "Nike: It's Not a Shoe, It's a Community," www.businessweek.com, July 24, 2006.

3] Nielsen BuzzMetrics is a leading provider of technologies and services that help companies to measure and analyze the performance of their brands on the Internet. (Source: http://www.nielsenbuzzmetrics.com).

4] Pat Kane, "Let Football Eat Itself," http://commentisfree.guardian.co.uk, July 18, 2006.

5] "Nike and Oregon City Hope to Get Along Again," http://www.iht.com, October 02, 2006.

6] Google, Inc. was co-founded by Sergey Brin and Larry Page in 1998. Google is the world's most popular Internet search engine and has a diversified range of products such as E-mail, blogs, etc.

7] Also known as association football or soccer.

8] The FIFA World Cup (commonly referred to as the football World Cup) is an international football competition contested by the men's national football teams of member nations of the Fédération Internationale de Football Association (FIFA), the sport's global governing body. The event is held every four years.

9] Futsal is the indoor version of association football.

10] Infront Sports, headquartered at Zug, Switzerland, is a leading international sports marketing company and specialist service provider to sport. It has offices in nine countries: Switzerland, Austria, Germany, Finland, Sweden, France, UK, Singapore and China.

11] "Record Broadcast Coverage for 2006 FIFA World Cup," www.infrontsport.com, June 07, 2006.

12] "Adidas to Buy Reebok, Challenge Nike," www.dw-world.de, August 03, 2005.


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