Pursuits
Ronaldo World Cup Ad Going Global Shows Web Trumping TV
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Nike Inc.’s latest World Cup ad, featuring Real Madrid star Cristiano Ronaldo, was seen by 78 million people in four days. Then it went to television.
Though the vast majority of fans will still watch World Cup matches on TV, the marketing battle has gone online. Nike’s four-minute spot was released on YouTube and Facebook during an April 25 event in Madrid showcasing the shoemaker’s latest cleat. Within hours, Ronaldo -- the most popular sports star on Twitter -- had sent it to his 26 million followers. A shorter TV version wasn’t broadcast until April 29.