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Six Advertising Lessons from the Digital Olympics

Six Advertising Lessons from the Digital Olympics | Advertising | Scoop.it

The London Olympic Games are officially finished, and NBC took its share of flak for delaying the broadcasts of the events, as well as complaints for the subpar quality of online streaming and poorly-timed ads. At the same time, more and more people searched for headlines and highlights on mobile devices. So, people have to question, did the delays potentially drive even more traffic than expected to second-screen streams of the events?


Regardless, 2012 saw its first truly digital Olympics and all the digital channels played well in the sandbox – social, mobile and online streaming. As advertisers continue to leverage digital channels for major media events, particularly sports media, what can advertisers learn from the 2012 Olympics?

 

Target users in relative time, not necessarily real-time, to avoid spoiler alerts. - A huge mistake that NBC made was airing a preview of a gold medal-winner appearing on the “Today Show” the morning before it aired the event in which she won the medal. Real-time advertisements are only as effective as the time zone in which they occur. When airing ads relevant to current events, make sure they’re timed not to spoil events or outcomes for your audience.Be flexible and fast. - See here how the ability to quickly react to breaking news/events can enhance an ad’s impact. Targeting a user on a hyper-timely topic before competing brands have a chance to reach them is critical. In the above example, consumers were impressed with the commercial’s quick reaction to an event that happened only moments ago. What’s more, the moment when Rebecca Soni won gold in the 200-meter breaststroke is now associated with the Samsung Galaxy. That’s powerful brand association.Be prepared for traffic spikes to avoid buffering and frustrating consumers. - Engaging with consumers during worldwide media events can have a positive impact on brands. It can also put strains on websites by quickly generating traffic spikes. Brands must have the resources in place to support digital-minded consumers and avoid latency problems and downtime. Partnering with a third-party vendor can help to offload some of the strain and ensure quality content is delivered and uninterrupted.Connect with consumers where they are relative to location and device. - Mobile device users accessing Olympic coverage served as a test for marketers to deliver relevant messaging. At a minimum, marketers learned that they needed to serve ads relevant to consumers’ geographies with location-based offers, ensuring Team USA didn’t receive ads intended for Team Great Britain. With the advancements in technology and capabilities, it’s easier to drive more traffic to websites through mobile devices or the desktop. Brands can now more effectively target users and serve up content to any device.Tell a relevant story, make it real and uplifting - The Olympics are powerful and inspiring, and often instill a sense of national pride. Spectators are often as passionate about the events as the athletes participating! Sports media offers a unique opportunity for brands to leverage this excitement and connect events to everyday life. Ads resonate well with consumers and inspire them if the themes are similar to the programming that they are watching.Don’t forget to socialize - Brands should integrate and publicize their social presence during major media events such as the Olympics in the context of their marketing. Actively responding to visitors that engage with a brand through Facebook or Twitter is equally important. Call it the “socialization of the Olympics,” or the media event du jour. Brands can also leverage traditional advertising to drive users to their mobile apps and social network pages.

 

The Olympics may be over, but the advertising strategies will continue to serve as a precedent for many digitally integrated events to come, both through mistakes made and tactics that worked. As content is increasingly consumed anytime and anywhere, and as real-time ads become a marketing priority, we will see many traditional brands and newcomers begin to leverage more digital channels through online streaming or mobile device strategies.

 

Alex Meek's insight:

Digital Olympics? This is perfect for a journalism class and for my topic of sports advertising. It involves all of the social media platforms we are using and advancing today.

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Emma Murphy's curator insight, November 7, 2013 9:35 PM

This is fascinating to me. I am personally not interested  in digital lessons, but for those who are this is a great article to read! My insight would be that  these six points are very helpful. Clearly they work too, because the Olympics commercials are  always great! From personal experience making and learning about advertising in school, I might discuss this article with my teacher! I think that this is an easy, quick read that is very helpful to those interested. 

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Sports PR, Social Media, and Navigating a Personal Crisis

Sports PR, Social Media, and Navigating a Personal Crisis | Advertising | Scoop.it

          In a technology-savvy world, athletes must be keenly aware of the reputation that they develop for themselves. It is important for athletes to have loyal fans, especially when they encounter a time of crisis. While many athletes develop a Twitter or Facebook page, they fail to recognize the importance of maintaining contact with their fan base.

          When an athlete encounters a crisis, regardless of how trivial it may be, they are put under public scrutiny. While this athlete may encounter a firestorm of information about themselves on Twitter or Facebook, they should be prepared to meet this information head on. Rather than ignoring the Tweets or Facebook feeds, athletes should be ready to post their apology, thank their fans for their support, and then move on. Katrina Younce makes a good point when she says that by the more fans that you engage with on social media platforms, the better you will fare in a major crises. She also advises athletes not to dwell on the problem but to use their social media platforms to redirect the attention to positive aspects of the athlete’s image such as future appearances or charity work.


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Facebook Fans Get to Pick Bonus Levels in 'Tony Hawk's Pro Skater HD'

Facebook Fans Get to Pick Bonus Levels in 'Tony Hawk's Pro Skater HD' | Advertising | Scoop.it
Facebook fans are going to get their chance to pick what bonus levels appear in the upcoming "Tony Hawk's Pro Skater HD."...

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Best March Madness Promoted Tweets So Far

Best March Madness Promoted Tweets So Far | Advertising | Scoop.it
Say that Valparaiso upsets Michigan State or Harvard takes out heavily-favored New Mexico in today's first round of the NCAA Tournament.

Via Lisa Spencer
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They even include the best sport, college basketball!

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How Sports Teams Build Winning Facebook Apps

How Sports Teams Build Winning Facebook Apps | Advertising | Scoop.it
During Facebook's emergence as a key sports marketing channel in recent years, social media agency Movement Strategy has been among the companies making the biggest mark.

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Industry Analysis – How Sports Brands Use Social Media

Industry Analysis – How Sports Brands Use Social Media | Advertising | Scoop.it

Social networks have become an increasingly important tool for companies in order for them to help build a closer relationship with their customers.


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How Nike uses Facebook, Twitter, Pinterest and Google+

How Nike uses Facebook, Twitter, Pinterest and Google+ | Advertising | Scoop.it

Sports are an inherently social activity, so brands like Nike are a natural fit when it comes to social media marketing. To find out how the sports giant makes the most of this opportunity, I thought it would be interesting to see how it uses Facebook, Twitter, Pinterest and Google+. This post is the latest in a series of blogs that have taken a similar look at major brands including ASOS, Tesco, Red Bull, Cadbury and McDonalds...


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Jeff Domansky's comment, March 28, 2013 1:37 PM
You're welcome Rogerio. Glad it's useful.
Jeff Domansky's curator insight, March 28, 2013 1:44 PM

Great social business and social marketing lessons from Nike.

Stephen Basden's comment, September 17, 2013 10:35 PM
How Nike can turn a regular picture into a advertisement simply by adding the words "Just Do It"
Recently Nike started doing sought after sneaker releases via twitter to help ease the commotion and violence that occurs during these releases.
One of the reasons Nike is so dominant in the industry is because of their marketing techniques and strategies. They are the first and usually the best when it comes to slogans.
How to use social media to further your corporations marketing strategy.
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Barcelona And Real Madrid Rule Social Media

Barcelona And Real Madrid Rule Social Media | Advertising | Scoop.it

Football is clearly America's game, but the NFL can't touch soccer when it comes to the global stage. Just look at the social media followings of the two sports.


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NBA All-Star Game 2012 becomes world event on TV, social media

NBA All-Star Game 2012 becomes world event on TV, social media | Advertising | Scoop.it
The NBA All-Star Game will be telecast Sunday in 215 countries, including Mongolia and Thailand, but more astonishing is how the game will reach millions through social media.

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NBA expands social media presence

NBA expands social media presence | Advertising | Scoop.it
Sports leagues are increasingly creative when it comes to the promotion of their sport through social media, and the NBA -- the professional sports le...

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Six Advertising Lessons from the Digital Olympics

Six Advertising Lessons from the Digital Olympics | Advertising | Scoop.it

The London Olympic Games are officially finished, and NBC took its share of flak for delaying the broadcasts of the events, as well as complaints for the subpar quality of online streaming and poorly-timed ads. At the same time, more and more people searched for headlines and highlights on mobile devices. So, people have to question, did the delays potentially drive even more traffic than expected to second-screen streams of the events?


Regardless, 2012 saw its first truly digital Olympics and all the digital channels played well in the sandbox – social, mobile and online streaming. As advertisers continue to leverage digital channels for major media events, particularly sports media, what can advertisers learn from the 2012 Olympics?

 

Target users in relative time, not necessarily real-time, to avoid spoiler alerts. - A huge mistake that NBC made was airing a preview of a gold medal-winner appearing on the “Today Show” the morning before it aired the event in which she won the medal. Real-time advertisements are only as effective as the time zone in which they occur. When airing ads relevant to current events, make sure they’re timed not to spoil events or outcomes for your audience.Be flexible and fast. - See here how the ability to quickly react to breaking news/events can enhance an ad’s impact. Targeting a user on a hyper-timely topic before competing brands have a chance to reach them is critical. In the above example, consumers were impressed with the commercial’s quick reaction to an event that happened only moments ago. What’s more, the moment when Rebecca Soni won gold in the 200-meter breaststroke is now associated with the Samsung Galaxy. That’s powerful brand association.Be prepared for traffic spikes to avoid buffering and frustrating consumers. - Engaging with consumers during worldwide media events can have a positive impact on brands. It can also put strains on websites by quickly generating traffic spikes. Brands must have the resources in place to support digital-minded consumers and avoid latency problems and downtime. Partnering with a third-party vendor can help to offload some of the strain and ensure quality content is delivered and uninterrupted.Connect with consumers where they are relative to location and device. - Mobile device users accessing Olympic coverage served as a test for marketers to deliver relevant messaging. At a minimum, marketers learned that they needed to serve ads relevant to consumers’ geographies with location-based offers, ensuring Team USA didn’t receive ads intended for Team Great Britain. With the advancements in technology and capabilities, it’s easier to drive more traffic to websites through mobile devices or the desktop. Brands can now more effectively target users and serve up content to any device.Tell a relevant story, make it real and uplifting - The Olympics are powerful and inspiring, and often instill a sense of national pride. Spectators are often as passionate about the events as the athletes participating! Sports media offers a unique opportunity for brands to leverage this excitement and connect events to everyday life. Ads resonate well with consumers and inspire them if the themes are similar to the programming that they are watching.Don’t forget to socialize - Brands should integrate and publicize their social presence during major media events such as the Olympics in the context of their marketing. Actively responding to visitors that engage with a brand through Facebook or Twitter is equally important. Call it the “socialization of the Olympics,” or the media event du jour. Brands can also leverage traditional advertising to drive users to their mobile apps and social network pages.

 

The Olympics may be over, but the advertising strategies will continue to serve as a precedent for many digitally integrated events to come, both through mistakes made and tactics that worked. As content is increasingly consumed anytime and anywhere, and as real-time ads become a marketing priority, we will see many traditional brands and newcomers begin to leverage more digital channels through online streaming or mobile device strategies.

 

Alex Meek's insight:

Digital Olympics? This is perfect for a journalism class and for my topic of sports advertising. It involves all of the social media platforms we are using and advancing today.

more...
Emma Murphy's curator insight, November 7, 2013 9:35 PM

This is fascinating to me. I am personally not interested  in digital lessons, but for those who are this is a great article to read! My insight would be that  these six points are very helpful. Clearly they work too, because the Olympics commercials are  always great! From personal experience making and learning about advertising in school, I might discuss this article with my teacher! I think that this is an easy, quick read that is very helpful to those interested. 

Rescooped by Alex Meek from Psychology of Consumer Behaviour
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MediaPost Publications LeBron Taking Sports Marketing To Another Level 06/27/2013

LeBron Taking Sports Marketing To Another Level - 06/27/2013

"

It’s no secret that the world of sports marketing has come a long way since the days when Yogi Berra was pitching Yoo-Hoo chocolate drink, Camels cigarettes and Puss’n Boots cat food but Michael Wilbon’s piece on ESPN.com this week is a exploration of just how far it has leaped past Air Jordan in the days of social media. More than ever, it’s not just about television commercials. And LeBron James is the excellent case in point.

Wilbon, who writes that he was struck by a comment made by his colleague Magic Johnson that James seemed to be in fewer commercials than lesser players, did a little digging and found that it’s really the advertising world that has changed, and LeBron is playing the game as good as anybody..."


Via k3hamilton
Alex Meek's insight:

Along with my interest in sports advertising, Lebron James and the Maiam Heat are my favorite NBA team and I am super pumped they won the championship again this year! The article also discusses old advertisements  that sparked ideas for some of the latest.

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Joe Mechenbier's curator insight, October 29, 2013 5:16 PM

This article about Lebron James's businesses that he has stakes in talks about how marketable James has become in his career. This relates to a profession in sport marketing becuase the Heat can use Lebron as a marketing tool, or play off some of the companies that he is apart of.

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Google Hangout Goes Pro With NFL's Fantasy Football League

Google Hangout Goes Pro With NFL's Fantasy Football League | Advertising | Scoop.it
Trash talking during fantasy football drafts just got a bit more real.

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Top NFL Teams on Social Media

Top NFL Teams on Social Media | Advertising | Scoop.it
Alex Meek's insight:

Everyone uses social media in one way or another these days. Look at this article, Top NFL teams on social media? They must be using it a lot, just reinforcing the notion that technology and social media are shaping our lives. 

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Andrea Remmert's curator insight, July 31, 2013 1:22 AM

Very cool! Certain teams are also using the hub to track all media on the team in one place. The Broncos are one team using the hub and it is fantastic to see all news and updates on one page. 

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87% of People will Partake in Social Media Or Text Friends About The Olympic Games

87% of People will Partake in Social Media Or Text Friends About The Olympic Games | Advertising | Scoop.it

          The San Francisco Chronicle stated recently that 87% of people surveyed stated that they plan on using social media or texts to discuss the upcoming Olympics. This shift to online technology should also make sports PR specialists think carefully about the impact that social media has on their profession. While the Olympics are already highly publicized, sports PR professionals must still understand that social media can play in extremely important role in marketing their clients.  The Olympics provide the world’s best athletes with an opportunity to be seen but social media allows them a chance to be heard.  Public relations professionals and the athletes themselves must have a social media plan in place so that they don't miss out on this free publicity. 

          When someone tweets about an athlete, there should be a response.  A rapport should be built between the athlete and their fan base. A healthy percentage of fans said that they would be cheering on their favorites via social media.  One can safely assume that fans are more likely to cheer on athletes that already have a social media relationship with. Fans are an athlete’s best friends, so this an extremely crucial time for the Olympic athletes. The Olympics provide the best athletes with an opportunity to gain sponsors; thus, the more fans an Olympian has, the easier they are to market.


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Social media is big business at Super Bowl

Social media is big business at Super Bowl | Advertising | Scoop.it
There are countless places on the Internet where fans can contrast and compare all the important stats between the 49ers and the Ravens. And now the

Via Lisa Spencer
Alex Meek's insight:

Even the biggest sporting event of the year, or should I say especially.

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Lisa Spencer's curator insight, January 29, 2013 11:54 PM

"Maybe social media represents the new era of the 'home team advantage' where the best, most dedicated fans give their team an extra boost when it really matters?

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Research finds Social Media boosts Brands for Sports fans

Research finds Social Media boosts Brands for Sports fans | Advertising | Scoop.it
Research finds social media boosts brands for sports fans. Campaign, first for advertising & creative news


Fans who engage with sports on social media are more likely to have positive feelings towards brands and sponsors, according to new research by the online sports media company Perform.


The study found 97 per cent of UK sports fans consume sports on TV, while online has leapfrogged print to become the second-biggest medium at 61 per cent.

 

Twenty-eight per cent of fans who use social media are more likely to be interested in a brand that sponsors or advertises around a sport, and 25 per cent are more likely to buy a product or service. This compares with a respective 20 per cent and 17 per cent of all sports fans.

 

Sports fans are also spending more time with sports content at an average of 8.1 hours a week in 2013, up from 6.2 hours in 2012.

 

Football remains the most popular sport in the UK. It is followed by 44 per cent of adults, up from 43 per cent in 2012. Formula One is the second-most popular, followed by 27 per cent of adults. Tennis is followed by 26 per cent, up from 22 per cent in 2012.

 

The sport whose proportion of followers increased by the biggest margin was cycling, which jumped from 7 per cent to 14 per cent.



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How Much Do Sports Fans Love Social Media? [INFOGRAPHIC]

How Much Do Sports Fans Love Social Media? [INFOGRAPHIC] | Advertising | Scoop.it
An infographic shows how much sports fans love social media, and the numbers are pretty eye-popping. (How Much Do Sports Fans Love Social Media?

Via Rami Kantari
Alex Meek's insight:

I thought this looked like Allen Fieldhouse, but this article explains how more people are turning to social media for sports information than the radio or any other source. 

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The Power of Social Media in Sports

The Power of Social Media in Sports | Advertising | Scoop.it

At any given second, you can roll your office chair up to a computer, whip out your phone or connect through your gaming console to find news about sports (RT @SMsports: The Power of Social Media in Sports #smsports #digisport


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Social media and sports: winners and losers [infographic]

Social media and sports: winners and losers [infographic] | Advertising | Scoop.it
Alex Meek's insight:

These graphs are really interesting because they show the most popular athletes and sports, according to social media.

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Mercor's curator insight, January 20, 2013 7:06 AM

Scooped by Tocquigny Staff onto Tocquigny's Digital Marketing Daily

Lizzy Fillback's curator insight, June 24, 2013 4:51 PM

Interesting Infographic! Curious to see how this changes throughout different sport seasons. 

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The Quick History of Nike, Nike Advertising and Nike Brands

The Quick History of Nike, Nike Advertising and Nike Brands | Advertising | Scoop.it
Nike, the number one manufacturer of footwear and apparel, has become a household name on the same level as mogul companies McDonald’s, Coca-Cola and Budweiser. Nike was founded in 1964 by track ...

Via k3hamilton
Alex Meek's insight:

Here comes Michael Jordan again, possibly the biggest name tied to the Nike foundation. We all know having celebrities feature a product or brand name, and Jordan is no exception. 

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bryan182012's curator insight, March 3, 2013 12:23 AM

michael jordan 

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Brooklyn Nets Now First Team on Socialcam

Brooklyn Nets Now First Team on Socialcam | Advertising | Scoop.it
The Brooklyn Nets are not only changing cities, the team is also expanding its social media strategy. It’s now the first pro sports team on video-sharing app Socialcam. Could sport support help distance the app from competitor Viddy.

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Is Nike's new ad with Tiger too edgy?

Is Nike's new ad with Tiger too edgy? | Advertising | Scoop.it

Nike is criticized for congratulatory Tiger Woods ad 

SUMMARY: Nike Golf posted a congratulatory image of Tiger Woods with the quote "Winning takes care of everything" superimposed over it after Woods won a tournament this weekend and regained the world No. 1 ranking. Analysts questioning Nike's approach to utilizing the disgraced superstar. "This could get fans fired up. Woods is better than that. Nike is better than that. ... Every human being who has a heart, as well as a head, understands that it's always about more than just winning," says Mike Paul, a crisis public relations specialist. A Nike representative said the ad line is just about Woods' golf philosophy. 

Alex Meek's insight:

Tiger Woods is also a huge name related to Nike and theor advertising. He appears on many ads such as this one to promote the company. Controversial ads are always interesting to discuss and look into. What do you think, should this ad be acceptable?

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How Michael Jordan Still Earns $80 Million A Year - Forbes

How Michael Jordan Still Earns $80 Million A Year - Forbes | Advertising | Scoop.it

Michael Jordan turns 50 on Sunday and retrospectives of his career have been getting heavy airtime this week. The highlights include his six titles with the Chicago Bulls, his impact on athlete marketing and countless unforgettable moments on the court (“flu” game;switching hands driving the lane; the“shot” versus the Cavs). Los Angeles Lakers forward Antawn Jamison opined last week that Jordan could still average double-digit points in the NBA. I think it is safe to say we’ve seen the last of MJ soaring above the rim after hitting the half-century mark with three retirements already under his belt. But Jordan the business? It is stronger than ever.

Jordan earned an estimated $80 million last year from corporate partners Nike, Gatorade, Hanes, Upper Deck, 2K Sports, Presbyterian Healthcare and Five Star Fragrances. Other Jordan assets include six restaurants, a North Carolina car dealership, a motorsports team and his 80% stake in the Charlotte Bobcats. Jordan out-earns almost every member of the world’s highest-paid athletes 10 years after his last NBA game

(click pic to continue reading)


Via The Ryno
Alex Meek's insight:

This is one of my favorite articles so far. Not only because I love Michael Jordan, but this also shows the power of advertising. Jordan still makes 80 million dollars a year from his endorsements and sponsors! Wow!

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The Ryno's curator insight, February 15, 2013 12:53 PM

When you make $80 million a year, you can wear whateve dictator's mustache you want

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Innovative on Instagram: Nike Spotlight

Innovative on Instagram: Nike Spotlight | Advertising | Scoop.it

Nike is first, with 1.31 million followers. The sports-centric brand demonstrates the opportunities that continue to evolve on Instagram for those within a wide range of industries. Capitalizing on visual trends, Nike’s profile includes exactly the type of images consumers would like to see – from extreme sports to simplistic footwear.

Taking its image inspiration one step further, however, is the brands unique collaboration with Instagram. Nike iD created “NIKE PHOTOiD,” which allows consumers to create custom shoe designs based off of their own photos.

 


Via Kamal Bennani
Alex Meek's insight:

Just another way Nike has taken advantage of resources such as Instagram to promote their products.

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Rhona Horiner Rosen's curator insight, June 24, 2013 12:45 AM

Briliant campaign! We all have lots to learn from Nike. Also, it is time to put the Instagram platform itno good use 

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Pinsanity: How Sports Teams Are Winning on Pinterest

Pinsanity: How Sports Teams Are Winning on Pinterest | Advertising | Scoop.it
Hot social network Pinterest is especially popular among women. Sports teams are now finding it a useful tool in a variety of ways.

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