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."
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 3, 2015
1:00pm ET/10:00am PT