TAGS: worldwide promotion / create buzz / new product introduction
Since it’s inception, by sponsoring the world’s best football teams and
players, Adidas has positioned itself as one of the global leading
football brands. During the World Cup football in Korea and Japan,
Adidas used icecards for their global It’s My Mania campaign for the
promotion of the renewed Adidas Predator football boot.
CAMPAIGN FACTS• Online: 85,000 unique visitors
• Offline: 50,000 consumer activations / 780,000 cards impressions
• Database: 50,000 records
• Number of countries: 180 OBJECTIVES AND TARGET GROUP
• Reach football fans all over the world
• Increase brand awareness
• Create brand ambassadors
• Generate data profiles
CAMPAIGN SET UP
The
icecards featured footballers from around the globe wearing the new
Predator shoe. The campaign was initiated by sending out a handful of
emails to football fans inviting them to sign up for the cards. The
cards could be ordered via www.adidas.com. The email spread
exponentially as it was forwarded to friends who forwarded it to
friends, reaching 180 countries around the world.
After
ordering, consumers received their personalized icecards within two
weeks at home, and could start handing them to their friends and
acquaintances, stimulating word of mouth.
CAMPAIGN RESULTS
The campaign was a great success: one million icecards were distributed to 50,000 adidas brand advocates in only 46 days.
The
average age of the people ordering cards was 25 years; 65% were male.
Peak lying at 18 years. Interestingly, without any supporting
promotional activity, the icecards sold out in 180 countries around the
world.
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