Razorfish and Nike customize ads for Watercooler apps
04 Nov
Posted by: Bryan Bennett in: Advertising, Social Media
Along with our sales partner, Federated Media, we recently closed an advertising deal with Nike through their digital agency Razorfish to run customized ads throughout our FanSection sports applications. Mark Cheong from Federated Media, has a great post on his blog regarding the campaign. Here’s a snippet of Mark’s post:
Nike ID tapped into these communities’ individual identities by having the display ads automatically reflect the team colors. Note the screenshots below where ads served on the New Orleans Hornets and San Francisco 49ers Watercooler Apps featured Nikes complete with team colors. (red and white for 49ers, teal and white for Hornets) Nice to see advertising dynamically reflecting product attributes!
This kind of customization only scratches the surface for what advertisers can do within Watercooler applications and social media in general. Customizing ads is a fantastic start, but it really gets interesting when brands are able to inject themselves into the core user experience while adding value to users. We’ll be discussing much more about that going forward.
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