microsites?
Out of context: Reply #13
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- killerqueen0
Vague, the problem is you're seeing a microsite as a traditional shotgun advertisement, rather than a way to offer a specific experience to a specific group.
These microsite help cultivate and draw in very specific niche groups. Nike bets on artists/designers spreading these sites around their little communities, like Newstoday. Artists/Designers work and thrive heavily on the internet, with blogs and portals and networking sites. They also have a fair amount of purchasing power and are considered trendsetters. Therefore, you have people who will communicate and dictate trends better than anyone else. It makes sense to appeal to them and make compelling content like "Art of Speed" to get attention from these groups.
A lot of the Nike and Addidas microsites are specifically for designers and artists. Take "Art of Speed" for instance, or Nike Restoration...these are projects that would appeal to artists, musicians, designers, and the sartorially astute among us.
The Jumpman portal from Nike is another excellent way in which these microsites don't serve as traditional advertisements, but rather ongoing and evolving means to cultivate a niche group. The Jumpman sites and features don't appeal to the exact same Artists/desigers as "Art of Speed" do....Jumpman is more for sneaker heads. But they have their own fashion/trendsetting blog world to communicate and dictate trends.