IQ Interactive Special Report: Interactive Marketing Awards - Best Integrated Campaign - Nike

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Online and offline, Nike did Whatever to find perfect synergy.
What makes a good integrated marketing campaign? Analysts like Marissa Gluck of New York-based Jupiter Communications say it’s consistency: “The look and feel must be the same offline and online.” Nike’s “Whatever” campaign not only was consistent, it was groundbreaking–so groundbreaking that major TV networks almost refused to run it.
The ads, which ran both online and on TV this winter, dropped the viewer into an immediate situation: “You’re racing Marion Jones.

AW+

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