A desktop video application extends the company's Joga.com soccer-based social networking site.
Nike recently rolled out an "Internet TV" channel called JogaTV for U.S.-based soccer fans.
JogaTV will deliver soccer footage and related content to people who install a downloadable application. Features include new "Joga Bonito" (beautiful play) TV spots from Nike, a rap video featuring U.S. soccer player Clint Dempsey, viral videos featuring Brazilian stars Ronaldinho and Ronaldo, a weekly blog, and a countdown to the U.S. team's first game in Germany at the start of the World Cup tourney.
JogaTV will automatically download new content each week, notifying end users when it's available.
The application, which launched quietly three weeks ago, was implemented by desktop rich media enabler Maven Systems. Wieden+Kennedy handled some of the design work.
Nike is promoting the channel through outreach to blogs and discussion forums, as well as via its NikeSoccer.com and Joga.com properties.
Nike has become well known for its branded experiences. It recently shot and hosted an online-only music video featuring R&B recording artist Rihanna, and created a Web site for London marathon enthusiasts that mashed up Google Maps with community features.
Like those efforts, JogaTV has a niche target demo in mind.
"It's very focused," said Samantha Stone, director of product marketing for Maven. "It's specific to soccer, and it's very specific to young fans. We see an increasing trend in this new form of long form advertising. As internet video and television become mass-adopted communication vehicles, we'll see more companies doing more long-form advertising."
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