![]() It drives Wolfram crazy that while the rest of the world knows his company for its swooshbuckling marketing and its association with the world’s most famous athletes, the IT world thinks of Nike as the company that screwed up its supply chain-specifically, the i2 demand-planning engine that, in 2000, spat out orders for thousands more Air Garnett sneakers than the market had appetite for and called for thousands fewer Air Jordans than were needed. In the athletic footwear business, only Nike, with a 32 percent worldwide market share (almost double Adidas, its nearest rival) and a $20 billion market cap that’s more than the rest of the manufacturers and retailers in the industry combined, could afford to talk about $100 million like that. Wolfram calls the i2 problem-a software glitch that cost Nike more than $100 million in lost sales, depressed its stock price by 20 percent, triggered a flurry of class-action lawsuits, and caused its chairman, president and CEO, Phil Knight, to lament famously, “This is what you get for $400 million, huh?”-a “speed bump.” Some speed bump. He’s casually dressed, but with a typical Nike sharpness to his turtleneck and slacks, a sharpness reflected also in his urgent, aggressive defense of his company-a Nike pride that would seem arrogant were not the company so dominant in its industry. His complexion is ruddy, his lips cracked from working out or working hard, or both. Wolfram, who was promoted in April to vice president and general manager of the Asia-Pacific division, is all Nike. We’re hoping this list gets people inspired about the creative possibilities.“I thought we weren’t going to talk about i2,” growls Roland Wolfram, Nike’s vice president of global operations and technology, his eyes flashing at his PR manager with ill-concealed ire. ![]() These are, of course, just a tiny taste of what brands and agencies did with online video in 2010, and we didn’t even touch the best creative in other languages. Kids who grew up in the Reagan Years are powerless against the nostalgia appearl of this very convincing faux-retro spot. Lesson learned: The Toy Story franchise has been the most critically and financially successful animated movie series of all time, mostly because of its ability to appeal both to kids and to parents. The ‘Huggin' Toys’ videos were made to resemble toy ads circa 1983 - complete with VHS tape static crawling along the bottom of the screen.” - Zach Rodgers, ClickZ Lesson learned: YouTube video annotations create new opportunities for fun, turning the video viewing experience into an adventure.ĪLesson learned: Perhaps the perfect example of a brand creating content that people will seek out, love, and share.Ħ) Toy Story 3, “ Lots-o-Huggin' Bear Commercial” (1.2M views)Įxperts say: “We loved Pixar's phony retro toy ads promoting Toy Story 3. Not only is it executed well, but a zombie comedy fits perfectly with Hell Pizza's brand - and really makes you crave a hot slice.” - Liz Shannon Miller, NewTeeVee Experts say: “With the increased sophistication of YouTube annotations has come a greater number of interactive adventures, and this branded experience sponsored by the New Zealand pizza company Hell Pizza is one of the better ones I've seen. When you feature clever product placement and a narrative viewers can participate in, it's advertising gold. Ads are definitely content when they include interactive zombie attacks.
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