Nike Monday debuted a “Quick Is Deadly” integrated marketing campaign for its “ZOOM” footwear line that includes interactive ads, which will be available to EchoStar Communications’ Dish Network customers who have digital-video-recorder receivers.
The interactive component of the Nike campaign was created as a partnership between ad agency Wieden+Kennedy Portland and Ensequence. Viewers will be able to navigate through the commercial to learn more about the product, watch additional footage and become more involved in the campaign. Interactive TV will also allow viewers to experience the ad from National Football League San Diego Chargers running back LaDainian Tomlinson’s point of view, actually putting the viewer in the commercial.
Wieden+Kennedy Portland and RG/A collaborated on the digital application of the campaign, creating interactive video content for online ZOOM modules housed on Nike’s Web site. The agency is touting the effort as the first interactive-TV advertising campaign to deliver 22 minutes of interactive content.
The video content -- an extension of the print and broadcast creative from Wieden+Kennedy Portland -- shows athletes training in ZOOM shoes and how the technology contributes to their success in a competitive environment. Each athlete not only provides a tutorial on five of their favorite training drills, but also gives an analysis of their signature move. RG/A designed and developed the Web site that contains all of the content.
The Nike ZOOM footwear line -- bearing the tag, “Quick Is Deadly” -- is designed for athletes who demand a lower cushioning system that allows for a quicker, more responsive ride. Many of Nike’s quickest athletes who are currently using the ZOOM footwear in their training regimen are featured in the campaign.
Tomlinson, National Basketball Association player Steve Nash, runner Lauren Fleshman and Olympic sprinters Asafa Powell and Sanaya Richards all have individual print ads developed by Wieden+Kennedy Portland.
The broadcast element of the campaign includes 30- and 60-second TV spots by acclaimed director Michael Mann, who has directed films such as Ali, Miami Vice and Heat.
The spots began airing Sunday, featuring Tomlinson in a game-like setting demonstrating the speed of the game showcased by one of the world’s greatest running backs. The 30-second version of the spot will also run in theaters starting Aug. 10.
Lastly, the campaign will also feature an 80-foot billboard in Times Square in New York with an image of Tomlinson beginning Monday.
