PSFK has a good piece on Nike's "Write the Future" video campaign around the World Cup.
PSFK discusses the fact that although Nike is not an official sponsor of the World Cup, the video campaign has generated more online buzz (blogs, message boards, social networking sites) and more of an association to the World Cup than any other brand’s efforts to date.
The kicker? Nike isn't even an official sponsor of the World Cup.
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