MarketResearch

After looking at detail into two subjects i wrote about in my theory essay i decided to pursue the idea of creating an interactive hypermedia space which is malleable and digital in its nature. I wanted to develop something around the "nike write the future" campaign which was created and featured during the 2010 South Africa world cup, being a world cup year i though this would be topical and a good piece of inspiration. The major difference i wanted to create was i wanted more participation, interaction, with the concept and between people.

The campaign when created was split into a couple of directions. The first a campaign
film; it is impressive to think the size of advertising budgets when even oscar
nominated directors are happy to take time
away to work on something a bit left field.
Alejandro González Iñárritu, previously responsible for Babel, Amores Perros and 21 Grams is responsible for the above advert, "a hefty three minutes long in its full version,
steers us through a series of flashpoints in theoretical games in which the players show
off their skills while fantasising about how glorious life will be if they triumph. It's every
bit as glossy as you would expect, but there
is a nice degree of self-awareness"
Paolo Bandini
The Guardian - May2010
The second Part of the campaign was the interactive write the future headline. [Top of Page] - Rumpus Room

With social media being such a large worldwide market a lot of research goes into layout and functionality. User experience is very important to the businesses and companies operating the sites as better experience generally means more sign ups or users meaning larger interest from investors etc Most largely used social media sites such as Facebook, Twitter & Google + have consistent features,
- Profile details
- Feed [ news, comments]
- Content menus [photos, videos]

The outline of my concept is to create a social media space that is built to allow different nations fans to interact and communicate about the football, events etc. Share their photos and videos. Essentially they will have a controlled space to enter characters or media and be able to post or share this - the same philosophy as any social media site. The main interaction will be to use this space and post your message/media, instead of posting to a feed you post to a web. The web is built from interlocking posts, linking via location, game/match, team/nation. You can then navigate through other posts in any direction you want by following your own search principle. with an ever expanding web throughout the tournament there is more for you to view, experience and post. The idea is to get people sharing food places, game experiences, photographs, videos which anyone else viewing can view, request to download. This will add to the atmosphere that will already be in brazil at the time. It is essentially a space where you can post about a subject e.g. a tackle in a game in a specific stadium, you can then see other people posting about the same thing, or in the same stadium, or in the same location etc. You can the go through linked posts creating your own map/ journey through the information.

Nike: Find Your Greatness Campaign
"Sports giants Nike pulled off one of their most successful marketing strategies during last year's London Olympic Games. Rivals Adidas were one of the official sponsors of the games but that didn't stop Nike from launching their #findgreatness campaign through Twitter. Many giant billboards featuring images of people partaking in sports with the words 'find greatness' were placed around London. Adidas had a similar campaign featuring Team GB Athletes on billboards with the hashtag #takethestage.
Figures from Socialbaker's CheerMeter revealed that between July 27 to August 2 there was over 16,000 tweets associating the keyword Olympic with Nike, while Adidas received 9,295 tweets in the same period. Adidas gained over 80,000 new Facebook fans during the Olympics compared to more than 166,000 for Nike (over double)."
This campaign is relevant because of it social media based background, 4.2 billion people use social media, building an interactive application to share and communicate around a given theme would seem like a no brainer.