By Mark Schaefer
For the last few years I’ve been using a favorite case study in my university marketing classes. It’s an inspiring story about how Nike used content in a very effective way to create massive buzz during the World Cup event.
Fabio Tambosi
In a wonderful stroke of luck, I got to meet the man behind this world-class marketing campaign, Fabio Tambosi. And in an even bigger stroke of luck, I got to interview him and hear his incredible story for the new episode of The Marketing Companion.
This is one of the most interesting and insightful discussions I’ve had in a long time. I learned a lot, including:
- How a single insight from a 17-year-old soccer player changed the game for Nike.
- The inside process of how Nike created a 360-degree marketing campaign from a single piece of content.
- The collaborative creative process that brought together some of the biggest names in sports for a two-minute video.
- Why the company invested heavily in micro-communities and influencers (“A company doesn’t need to be IN a city, it needs to be OF a city”)
- The three emerging trends that represent the best future opportunities for marketers
You won’t want to miss these exclusive insights. Click here to listen:
Click on this link to listen to Episode 128
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Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.
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