Eyeblaster gets NikeFootball in

Global - Eyeblaster has been selected by AKQA and MindShare to serve and measure innovative branding video widgets for Nike across 10 countries.

The campaign uses ad-unit content distribution to extend the reach of its branded football films found on the NikeFootball website. AKQA designed the Nike widget to showcase video using sporting and media celebrities to deliver Nike branded content directly from a video banner ad to social networks, homepages, and blogs.

AKQA also integrated seeding technology with the video widget, enabling users to "grab" the widget from the website they are viewing and install it on their social networking page -- opening a direct, permanent communication channel with users where Nike can update video content at anytime.

"The widget represents fresh thinking that adds value to consumers' experiences of the brand. It allows us to sustain a 3-way dialogue between Nike and consumers and amongst themselves, throughout the campaign and beyond, by continually refreshing our messaging and the functionality of the widget," Hani Mahdi, account director at MindShare WorldWide, said.