More NewsWith JogaTV, Nike Pushes Soccer Videos to U.S. Fans

With JogaTV, Nike Pushes Soccer Videos to U.S. Fans

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.

The video application is part of the company’s new Joga.com global social networking effort, undertaken last month with Google as a partner.

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.”

Related Articles

By drawing stars like Kim Kardashian, Facebook Watch could be a real rival for YouTube

More News By drawing stars like Kim Kardashian, Facebook Watch could be a real rival for YouTube

3h Emily Alford
How to measure a multi-channel marketing strategy

Digital Marketing How to measure a multi-channel marketing strategy

3m Tereza Litsa
The future of retail: How IoT is transforming the retail industry

Digital Transformation The future of retail: How IoT is transforming the retail industry

4m Diana Maltseva
GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

11m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

1y Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

2y Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

2y Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

2y Al Roberts