Nike spent $800mm on US "nontraditional" (read: online) advertising in 2010. Not to date myself, but I remember when every startup pitch in Silicon Valley had a slide that said something like, "We predict online advertising will be a $3 Billion market by 2010!"... and now a SINGLE COMPANY is probably going to spend a billion this year.

Social media is huge for them. Nike now shows ads ONE SINGLE TIME on TV and then releases them to the YouTubing Facebooking masses to share with their friends! Here's the money quote:

"[T]he marketing mix becomes less about hero worship and more about consumer-driven conversation"

Bonus: Nike's digital marketing department has 200 employees. Wow.

I'm so fascinated by Nike's social media efforts that I created a Nike stash.