While in Europe, we have to wait until July to order the iPad the official way -we’ll miss the WC 2010 apps by the way-, some brands in the U.S. get us salivate with nice apps. Nike has always been an early adopter in new technologies. Have a look at their new iPad app.
One of the evolutions I see in (online) marketing is the growing importance of quality content, based on a consistent brand strategy. Nike Football sponsors football stars and produces great content around these partnerships. You’ll find the same content on their website, in YouTube channels and social networks. But each time, they add value by using the device or the context in a different way.
Campaigns and events are important (e.g. for the World Cup), but brands have to be top of mind all the time and need to have a continuous long-term strategy and dialogue with their fans and brand ambassadors. Today, brands are a medium, just like a regular tv station or publisher. They can use the internet to broadcast and distribute it via their audience with their peers. Brands need to hire content producers. We as football fans are looking forward to more great football content. Olé !