08.13.2007 02:08 PM
Originally featured on BroadcastEngineering.com
Nike launches long-form interactive TV ad campaign
Ensequence and Weiden+Kennedy Portland have collaborated with Nike to create what they are calling the first interactive TV ad campaign to deliver 22 minutes of interactive content.
The interactive technology is being used as part of Nike’s “Quick is Deadly” campaign for the company’s Zoom footwear line. The iTV element of the campaign is available to Dish Network customers who have DVR receivers.
Viewers will be able to navigate through the commercial to learn more about the product, watch additional footage and become more involved in the campaign. iTV will also allow viewers to experience the ad from football player LaDainian Tomlinson’s point of view.
Several athletes provide a tutorial on five of their favorite training drills and give an analysis of their signature moves. They include Tomlinson, basketball player Steve Nash, runner Lauren Fleshman and Olympic sprinters Asafa Powell and Sanaya Richards.
Wieden+Kennedy Portland and RG/A collaborated on the digital application of the campaign, creating interactive video content for online ZOOM modules housed at www.nike.com.