Cute and viral
He's tough, red, and cute as the devil. Nike's 3-D animated "Miles" widget, created by Tribal DDB, is a coaching tool designed for the Nike+ software system that helps runners keep track of their miles and training schedule.
Because the system works with an iPod, Miles is supposed to represent an Apple consumer's technical savvy while invoking an image of fun. He runs around the screen, whirls like a dervish, and otherwise invokes an image of boundless stamina -- which is the point.
"This combination and creation of such a character passes on the energy of the (Nike+) program," said Liz Ross, chief marketing officer for Tribal DDB. Developed in Germany and publicized during running events, Miles has been downloaded about 8,000 times, the agency said.
If sweaty exercise has a cute representative, what about a fatty snack like chips and dip? Frito Lay, as realized by Goodby, Silverstein & Partners, has done just that. Goodby's "Made For Each Other" website consists of a couple of videos that feature inanimate objects (a light bulb and a magnet) searching for their partners (a plug and metal) through a landscape of available plugs or sadly unmagnetized extras. There are no chips or dips involved, but the site's debut in February was a clear tie-in to Valentine's Day. And, in an uncommon reversal of the usual direction of a media campaign, the agency has plans to air the made-for-web videos on television, said Christine O'Donnell, director of agency relations.
