10 October, 2003
Nike buys streets and squares
Guerrilla marketing or collective hallucination?
Picture this: a hi-tech container right in the middle of Karlsplatz, one of Vienna's historic squares. It's the Nike Infobox: a slick, demountable, walk-in container, two semi-transparent floors, dynamic shapes and a red plastic cover. On the outer windows a curious sign attracts the attention of passersby: "This square will soon be called Nikeplatz. Come inside to find out more". Over the last month, the plan to change the square's name has also been advertised on a website: Nikeground.com, while thousands of brochures were distributed all over the city.
Inside the Infobox a charming couple of Nike-dressed twins welcomes curious citizens, and explains to them the revolutionary Nike Ground campaign: "Nike is introducing its legendary brand into squares, streets, parks and boulevards: Nikesquare, Nikestreet, Piazzanike,
Plazanike or Nikestrasse will appear in major world capitals over the coming years!".
NIKEGROUND
info@nikeground.com
CONTACTS:
0100101110101101
Nikeground@0100101110101101.ORG
1:50:38 AM
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