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Nike and McDonald's Turned the Launch of Their New Tennis Into a Treasure Hunt in the Desert
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In a crowded market of collaborations between celebrities and brands, attracting attention is no longer enough. Audiences want experiences, narrative and participation. The recent Nike Book 2 McDonald’s campaign, inspired by the restaurant in Sedona, Arizona, frequented by Phoenix Suns player Devin Booker, shows that current marketing no longer sells just one product: it builds a cultural universe around it. The collaboration between Nike, McDon…
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