Fever Pitch: Nike Recalls Dramatic '89 EPL Finish In Viral Ads
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Nike Promoting Release Of Arsenal's New
Away Jerseys With Viral Ad Campaign |
Nike is promoting the release of a new away jersey for English Premier League (EPL) club Arsenal by launching a "series of viral video clips of the London club's last-gasp 1989 title-clinching 2-0 win" over EPL club Liverpool FC, according to Mark Sweney of the Manchester GUARDIAN. The online marketing campaign, titled "Become Legends," features a "series of six video clips of footage from the match intercut with interviews with current Arsenal stars," including MF Cesc Fabregas. In addition to viral videos, the campaign, via Wieden & Kennedy, London, "includes online ad banners, ads in retail outlets at the club store and in Arsenal's Emirates Stadium." The campaign is also "backed by a microsite ... within the Arsenal.com website." Notably, the '89 Arsenal-Liverpool game was the subject of Nick Hornby's book, "Fever Pitch," which was re-made into two separate films of the same name (Manchester GUARDIAN, 8/1).
VIRAL VICTORY: CNBC’s Donny Deutsch said viral ads are targeted toward “young people who like to absorb this kind of raw, editorial, amateurish thing. So if you’re going to do an effective message there, play that game.” Deutsch: “This younger generation watching YouTube doesn’t want to feel sold, advertised to. They want to come to it themselves. So when they find out a few weeks later (who produced the viral ad), they’re not angry, they get a kick out of it and say, ‘That’s a cool company that talks to me that way.’” Deutsch said the “whole key in that media … (is to) entertain” (“Today,” NBC, 8/1).
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