17.10.03 Nike Ground, boomerang marketing.
Ground, in fact, aims directly at the global marketing mogul par excellence,
turning their message into a hypertrophic and bulimic monster, but hiding
their real strategy behind an unbreakable veil of plausibility. Physically
speaking, all of this boils down to a container in the middle of Karlsplatz,
one of Vienna's historical squares, equipped with an 'infobox' which
explains why the place will soon be renamed 'Nikeplatz', beginning a
strategy that will 'dress' the spaces of the world's most famous capital
cities. In the infobox, this is explained by a couple of identically
dressed twins and with a model of a giant Nike logo which will be placed
in the square.
Made in collaboration with the local Public Netbase, which defined it
an important stand for freedom of expression in art, this operation
involved thousands of brochures distributed to the citizens of Vienna,
a phone line to collect comments and suggestions and a web site apparently
made by Nike itself. It's almost superfluous to add that the refreshing
reaction of the public was to loudly demand an explanation from the
authorities and from Nike Austria, giving birth to another dimension
of media resistance: boomerang marketing.
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