Google and Nike have quietly teamed-up to launch Joga, an invitation only social network for soccer enthusiasts, InsideGoogle reports. When I tried to log in with my Gmail account, I received the following message...
“Joga is unique, because it's an organically growing network of trusted friends. It is one of a kind network that focuses solely on a common interest around the game of soccer. Joga will help you connect to people who share the same passion for the game and also access exclusive content around athlete profiles, video clips and photos.”
This is a fascinating marketing program. It leverages Nike's brand, Google's savvy in building buzz through seeding programs (remember how Gmail and Orkut rolled out?) and its registration, community and video technologies. Tying it all together is soccer/football, which needless to say has millions of passionate fans worldwide.
There's a big story here, gang. Google is using its marketing and technology know-how to become a media partner in the launching of branded communities. In some ways, they're emulating Yahoo and MSN. It's a departure from Google's focus on driving more customers toward search marketing. They're not just moving into brand marketing programs, but branded communal marketing programs. Philipp has more.
Technorati Tags: Community, Google, Nike, Word of Mouth, Soccer
