Steve Rubel writes:
Google and Nike have quietly teamed-up to launch Joga, an invitation only social network for soccer enthusiasts…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.
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.