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100 Content Marketing Examples July 2012 : Page 10

10 0 CONTENT MARKETING E X AMPLE S 8 Nike Better World Microsite Company: Nike Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: The Nike Better World microsite uses HTML5 to present content in a hip storyboard-style that amasses all the goodness of the brand and delivers it in an unusual, scrolling format. Best of all? The attention-grabbing “Better World” video is made from “100% recycled advertising.” How green is that?” What is a Microsite? W A microsite concentrates on a narrow topic or issue, featuring rich content developed by the sponsoring brand itself. Correctly executed, the microsite creates a gathering place that positions the brand as a contributing member of the community. To see five more examples of microsites done well, check out the “How to Develop a Microsite” blog post by Joe Pulizzi. Example: Visit the microsite 10

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