Nike and Tênis – Another one Taking Advantage of the Date

Nike took advantage of the imminent start of the U.S. Tennis Open to launch its new look for the sport (next).

In an event with stars of today (Roger Federer, Rafael Nadal and Serena Williams) and the past (John McEnroe) and children from social projects in New York the company stopped the city streets (below) in an activation similar to that Sony Ericsson has made in Toronto.



Guaranteed buzz and spontaneous media (below).

Adidas and Athletics – Taking Advantage of the Date

Taking advantage of the Athletics World Championship in Germany, Adidas released a campaign with 7 major stars of the sport sponsored by the brand (Tyson Gay, Christine Ohuruogu, Allyson Felix, Jeremy Wariner, Veronica Campbell, Haile Gebrselassie e Blanka Vlašić).

The company created a series of films in which it compares the achievements of these athletes with daily tasks (see below).

I must confess that I was a little frustrated with some of the films/comparisons, specially because Adidas normally has great campaigns. However, Veronica Campbell´s one is very interesting...

Sony Ericsson and WTA Tour – Recreating a classic

Sony Ericsson found a very interesting way to promote the Toronto tournament of the WTA Tour.

The company literally stopped the traffic at Yonge Street, one the busiest in Toronto, to promote a match between Ana Ivanovic and Caroline Wozniacki (see below).

The promotion is indeed very cool and it resembles a classic Nike ad in which Andre Agassi and Pete Sampras play against each other in the streets of New York (below).

Puma and Usain Bolt – Perpetuating the Spontaneous

This Monday it is difficult not to talk about Usain Bolt and what he did on Sunday in the World Athletics Championship in Berlin. He does not really have competitors. He broke the 100m world record and won the world championship finals with great ease.

Before that, however, last Thursday, Puma came out with an amazing idea that will surely bring great results.

Exploiting once again the gesture the athlete perpetuated at the Beijing 2008 Olympic Games (above, in a Puma wallpaper), the company eternalized it in a foam model (below, in the press conference prior to the World Championship).

Making event more with the idea, the company launched a viral campaign (below) in which they “explain” why the foam model was launched: the constant request to repeat the move by everyone. Undoubtedly, the object has the potential to become a hit among the general public and even more with the young audience.

TAM and the Brazilian National Football Team – A Partnership that Took Off

Previously, I talked about the partnership between TAM, the biggest Brazilian airline, and the Brazilian National Football Team and how the company is using it to generate content for its on board media and to further consolidate its brand.

While writing this post, I am on board one of TAM’s planes and I can attest that the work is, indeed, being very well done. I am, at this moment, watching a mini-documentary of the team’s trip’s behind the scenes. There is also an Youtube channel with this content (watch one of the videos below) and a website with more information about the partnership and the various promotions the company uses to activate it.



On top of this content, TAM also painted the aircraft that took the team do the Confederations Cup (shown in the video above) and that now operates regular flights with football related themes. A clever way of putting regular people in their idols seats. Increasing the interaction, the company is now conducting a campaign to elect the painting of another aircraft, leaving the decision with its consumers (take a look at the options below and/or click here to vote).