Old vs. New Media at the World Cup

soccer ball.jpgBaba Shetty of Hill, Holliday posts on Nike’s online success in World Cup-related marketing, after being shut out from TV advertising by official WC sponsor Adidas. Though Shetty says Adidas is outspending Nike by 2 to 1, the latter is getting 2x the traffic to its Joga.com site, as compared with Adidas.com.

As Shetty puts it:Look, I know it’s early in the game, and business results are the only metrics that really matter – Adidas may yet be redeemed. But if this plays out that Nike outmaneuvered Adidas, the 2006 World Cup will be remembered as the cleanest “old marketing” vs. “new marketing” case study we’ve seen yet.

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