Nike's new marketing mojo. How the legendary brand blew up its single-slogan approach and drafted a new playbook for the digital era. By Scott Cendrowski, writer-reporter FORTUNE -- Few outsiders have visited the third floor of the Jerry Rice Building at Nike's headquarters. Even most Nike employees know little about just what the staffers working here, on the north side of the company's 192-acre campus in Beaverton, Ore., actually do.
A sign on the main entrance reads RESTRICTED AREA: WE HEAR YOU KNOCKING, WE CAN'T LET YOU IN, and it's only partly in jest. Inside, clusters of five or six employees huddle in side conference rooms where equations cover whiteboard walls. There are engineers and scientists with pedigrees from MIT and Apple. Leaks are tightly controlled; a public relations man jumps in front of a visitor who gazes at the computer screens for a little too long. This hive is the home of Nike Digital Sport, a new division the company launched in 2010. None of this is lost on Parker. So is it working? Content 2020: Dynamic Storytelling, Provoking Conversations and the Future of Marketing [VIDEO] | Fruition Interactive :: toronto interactive strategy, web design and development, online marketing.
I’m not crazy. In fact, my instincts have been right all along. Let me explain. A few months back, Coca Cola announced they were no longer going to rely on the “30-second TV spot” or even traditional ad agencies to build their business moving forward. According to Jonathan Mildenhall , VP Global Advertising Strategy and Creative Excellence, Coke is going to put their efforts (and money) into the web, storytelling and creating excellent content . The short version? Content marketing has truly arrived on the big stage. Think Like a Publisher As some of you probably know, we’ve been evangelizing this approach for years. Today, however, I feel a sense of victory for us digital and content marketing folks. We weren’t crazy after all. Think about it. Please Watch these Videos I’ve spent some time reviewing the two videos below.
It’s that important. Coca Cola Content 2020 Part One Coca Cola Content 2020 Part Two Why Is Content 2020 So Important? How Coke Defines Content and Storytelling 70% Content [P.S. Coca Cola's Shift to Content Excellence - Philadelphia Internet Marketing Company Dinkum Interactive. February 3rd, 2012 There’s been quite a bit of discussion about Coca Cola’s evolution of its content strategy.
For many years, the company dominated the advertising space – globally – but the Internet has forced a change in its strategy. Rather than ‘Creative Excellence’, they’re now after ‘Content Excellence’. One commentator, Jeff Bullas, believes there are 5 lessons to be learned from Coke’s new approach. Lesson 1: Create Liquid Content As Jeff Bullas notes, the purpose of content excellence is to create ideas that are so contagious, they can’t be controlled.
Coke calls this “liquid content”. Lesson 2: Ensure your Content is Linked The next part of the equation, adds Bullas, is to ensure you create content that’s relevant to the business objectives of your company, your brand, and your customer interests. Lesson 3: Create Conversations Lesson 4: Move Onto Dynamic Storytelling With traditional media, storytelling is static and one-way. 70% of your content should be low risk. Coca Cola Content 2020 Part Two. Coca Cola Content 2020 Part One. Red Bull CEO Dietrich Mateschitz On Brand As Media Company. There are few companies--and almost no “traditional” advertisers--that have the kind of holistic approach to brand experience that ensures every expression, from product to corporate culture to communications, is part of a master creative vision. For these companies, marketing is not a department; it’s a genetic part of the brand itself.
But Red Bull has taken the brand rigor that made it a global beverage titan and done something vanishingly rare. With an unceasing, and meticulously produced and managed stream of high end action sports- and youth culture-oriented content that spans web, social, film, tablet, print, music, and TV, the giver of wings has become what every brand wants to be these days--a media company in full. Post digital revolution, brands have woken up to the fact that their information and entertainment outputs can and should go beyond the paid, interruption-based model known as advertising. Was producing content a part of that from the start? Yes, we have.