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Nike plans real-time Olympic Twitter ads

Nike is planning to launch a series of real-time promoted tweets during the Olympics through its Jordan brand as part of its ‘Rise Above’ campaign.

The promoted tweets will be updated as events unfold during the Games with messages that Nike first posts to its followers. Using the #riseabove hashtag, it intends to reach a broader audience of sports fanatics beyond Nike’s pool of Twitter followers.

The campaign, devised by digital agency 140 Proof seeks to take advantage of the Olympics despite the fact that Nike is not one of the official sponsors. The campaign also includes a crowd-sourced photo contest on Instagram and series of short films.

The London 2012 Olympic Games begin in just over a week. Earlier this week, official sponsors P&G and GSK launched new ads as part of their association to the event.

David Hing, London