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ADVERTISING CAMPAIGNS

Nike takes advantage of 'hot spot' technology

Agency: AKQA

Client: Nike

This viral for Nike allows users to 'click to buy' technology that has been developed to give viewers the option to instantly purchase the products they see being advertised on screen.

With digital set-top boxes providing the ability to fast-forward through advertising, and with hundreds of channels competing for viewers, companies are desperately looking for new ways to keep people tuned in during programme breaks.

The “hotspot” technology means that during an advert, bubbles pop up on screen alongside products. Viewers can click on anything they see that takes their fancy and then make their purchase at the press of a button.

The ad features Manchester United's superstar player Cristiano Ronaldo. As he runs around the pitch and strips off after a match, fans can click on his shirt, shorts and shoes to buy them instantly.

The clip can now be seen online, but those behind the advert believe that once the switchover from the analogue to digital TV signal is complete by 2012, the technology will be utilised on television as well.

Furthermore, the government's promise of "every household will have broadband by 2012" means that we can expect to see many more ads like this soon.

AJR
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