Sony has taken cleat advertising to a new high! Ultra high definition with their 4K TV technology that is. The Japanese brand has partnered with Arsenal and France international Olivier Giroud and launched a ‘microtising’ campaign.
The microtising campaign, a style of microscopic advertising, has Sony 4K advertising on the studs and soles of his Puma PowerCat cleats. The claim from Sony is that only viewers watching on their ultra high-def TV’s will be able to see the adverts.
“Football is my passion, and I want everyone who watches it to feel what I feel when I run out onto the pitch, and 4K television is the nearest thing you can get to actually being on the pitch yourself,” Giroud said of the partnership.
This is not the first time Sony has worked with the microtising. British tennis player Anne Keothavong had tiny Sony ads on her fingernails and equipment during Wimbledon in 2013.
The obvious question at the moment is how much value does the medium have when so few viewers can see the placements.
Have Your Say…
Is microtising the next big thing in advertising? What other ways could it be used with soccer cleats and gear to promote products?