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Nike’s promotion for this summer’s World Cup leaves its Web agencies on the sidelines.
The company today will unveil JogaTV, a downloadable branded video player that pipes content directly to the desktop. The player works in concert with Joga.com, a social networking site launched in March, to let users interact with other soccer fans in a MySpace-like environment.
The “Joga Bonito” (“play beautifully” in Portuguese) push, which Nike calls its “most comprehensive and integrated” campaign ever, looks to capture young soccer fans across the world by fostering a digital community.
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