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June 07, 2006


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inteeresting stuff. neat to see the coke effort, especially. still, it strikes me as odd that COKE is doing it. why not adidas? or nike? or someone involved with the sport more directly? when coke (or it's bloggers) creates content related to soccer, the only arguement is that "coke attaches to sport, sporty people drink coke," or "coke supports creativity" or some such. great. but if nike was doing it they'd get a lot more of a direct boost, wouldn't they? still, kudos to coke. there's not much you can say about the product itself, so it has to attach to something. this is a good way to do it.

the most interesting point you bring up is the question of whether coke will leverage the content in other ways. use the imagery created by the bloggers in ads, billboards around town during the series. etc. you'd have to act fast, but hey! that's what it's all about.

the nike example is kinda fun, but i'm really sick of flash, and flash games. i couldn't even stand it long enough to fish around on the site to find the thing. (your link doesn't go to the long kick piece. why? cuz it's flash).

Football, especially this year's World Cup, has the world glued on the TV sets. And now that Coke and Nike have come up with blogs about FIFA World Cup, netizens who love football would be monitoring the games online. I can feel the World Cup fever as my husband is watching it even if he has to pay EXTRA for it. ~

Can I share some resources with you?

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