Nike - Great use of targeting

The fourth of the MSN top 10 online ad creatives is the campaign for Nike exclusively featured on MSN Messenger.

Nike - Great use of targeting

To view the work sign in to MSN Messenger and go to the Launchpad section. You can then invite buddies to play the game with you. If you are not an MSN Messenger user simply go to and download the latest version.

Chris Dobson, general manager digital marketing sales and trade marketing at MSN International, explains why:

"The project undertaken with Nike has proven simple to implement across multiple markets and it demonstrates how digital marketing can be used creatively to meet a customers campaign objectives on a multi country basis. Through working with MSN Messenger Nike is able to take advantage of MSN's user base and engage a huge audience with their football message.

"Like Nike's 'Ole' TV ads, the MSN game rewards magical football skills that leave opponents defeated. Players control a three-man team and the game is won by scoring the most goals in a time limit that players set themselves.

"MSN instant messaging runs simultaneously, allowing MSN buddies to challenge each other or comment on their opponent's moves during the game. As Nike's 'Ole' campaign puts it: 'Pleased to Beat You'."

Nike's 'Ole' three-dimensional digital football game will be featured on MSN's Instant Messenger service across 11 European countries from today.

MSN is the exclusive sponsor of the Cyber Lions awards at this year's International Advertising Festival in Cannes. For more information visit

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