As the partner of the UEFA Champions League,, Adidas has been demonstrating their passion for football. As they stand at the forefront of integrated marketing communications. Adidas has pulled together campaigns that spans across multiple marketing channels( ads, social, digital , experiential etc) in hopes of delivering a consistent brand messaging. So far my favorite would be the campaign for 2012 UCL final in Munich.
“Go all in for your team. Make your choice.” Once again the slogan speaks for itself and clarifies the purpose of the campaign. The week prior to the game, adidas transformed many Munich’s pedestrian traffic zones into many decision points where passers-by can easily make color choices to showcase their support for their favorite team.
“Red for FC Bayern.” “Blue for Chelsea fc.” Either its the choice of coffee sleeves, or staircases or scoop of ice cream or even the “sit-stone” are decision choices that accounts for the team support. With the help of innovative technologies, these “ choices were counted and recorded in real time on the campaign website. Football enthusiasts were able to be fully engaged in the path of “choices” and consistently monitor the cumulated scores online.
Every evening from Wednesday to Friday, people gathered to witness the announcement of the results that were showed in 3D mapping projection. The consistency with the game had accounted for the ongoing hype among the football fans and has definitely rooted the brand image into public’s awareness.
let alone the trend of social media, engaging with your fans in multiples ways is definitely going to increase awareness and perhaps through WOM your clientele will grow like the virality of your campaigns.
Ad reference: http://ca.adforum.com/award/showcase/6650176/2013/ad/34486226
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