TY - JOUR
AU - Scherer, Jay
AB - Issues pertaining to the production and consumption of corporate websites and online games remain relatively unexplored. This study examines the cultural production of a free, downloadable rugby game and parallel website for Adidas's sponsorship of the New Zealand All Blacks entitled `Beat Rugby'. Produced by Saatchi & Saatchi Wellington to articulate the Adidas brand as globally cool, the promotional apparatus targeted a specific niche of Adidas's company-wide target market known as the `jeeks': male, sports-loving and computer literate 12—20-year-olds. More than 43,000 participants downloaded and played in the three-month tournament with the winners, the virtual 15 All Blacks, flown to New Zealand to meet their `real' counterparts. The game and electronic community facilitated a range of consumption and communication experiences for a transnational audience of post-fans in a branded environment which was monitored by the cultural intermediaries at Saatchi & Saatchi on behalf of their client.
TI - Globalization, promotional culture and the production/consumption of online games: engaging Adidas's `Beat Rugby' Campaign
JF - New Media & Society
DO - 10.1177/1461444807076978
DA - 2007-06-01
UR - https://www.deepdyve.com/lp/sage/globalization-promotional-culture-and-the-production-consumption-of-RTk41OFzjB
SP - 475
EP - 496
VL - 9
IS - 3
DP - DeepDyve
ER -