Date: 2003
Project Type: Public / Hoax

Launch Project Launch Project

Nike Ground


A group of European artists, who use the anonymous collective name 010100101101.org launched a viral marketing campaign (see glossary) that tricked the citizens of Vienna into believing that the city planned to build a Nike Swoosh monument in a central public square. The Swoosh would have replaced a historic statue that stood in the public square for several centuries. 010100101101.org used a fake promotional website and phony press releases that were circulated by email to spread the politically charged rumor. The documentary video that represents Nike Ground shows citizens' reactions and images of the phony monument.