MSN Messenger teams with Nike for online football game

LONDON - MSN and Nike have partnered to create an online game tailored to the MSN Messenger platform.

Nike's Ole 3-D online football game will be integrated into MSN Messenger this summer across 11 European countries, including the UK, to generate awareness of Nike's Ole campaign.

The MSN Messenger Nike Ole game is a peer-to-peer application, based on the multiplayer football game on Nikefootball.com and featuring top players including Thierry Henry and Ronaldo. It can only be played on MSN Messenger with users able to recruit other players through online conversations.

The game will go live on June 10 and will be promoted on MSN Hotmail and MSN Messenger sites including MSN Today.

Nike EMEA digital brand director Emily Brew said: "We are excited to be working with MSN to target MSN Messenger users and we are confident this will ensure extensive exposure of the game across Europe. We believe that including this unique digital experience into our media mix will add real value to our integrated Ole campaign."

Amanda Anthony, digital marketing manager at MSN UK, said: "Through working with MSN Messenger, Nike is able to take advantage of MSN's user base and engage a huge audience with its football message."

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