sources opt-ins from partner sites such as My Coke Rewards and Body By Milk.
Compared to Adidas & Under Armour, Nike does more insegmenting. Nike sends out two to four distinct campaigns on a daily basis,while Adidas and Under Armour send out at most two.Product vs. EngagementVirtually all of Under Armour's email campaigns are direct product pitches or sales announcements. Only since November '09 has Under Armour includedTwitter and Facebook links in its emails, an indicator that they are behind thetrend towards merging email and social media under one umbrella of digitalmessaging. Nike, in contrast, has campaigns that are specificallyengagement focused. These types of community oriented engagementcampaigns tie directly into social sites bringing Nike's email and socialmarketing efforts together. Adidas strikes a balance between productoriented campaigns, sales and engagement campaigns.
Adidas appears tobe making little effort to integrate email with social media: mostcampaigns do not include links to social sites such as Facebook or Twitter.
Lomax and Associates is working to
create an organized solution tothe re-establishment and re-branding of Adidas Football US
. As aresult, a full-fledged social media campaign will be executed. Socialmedia offers a unique opportunity for investors and advertisers tocreate partnerships with a particular cause to generate revenue for their business. This social media plan will be used as a tool to marketRG3 as a professional athlete and to re-establish the Adidas brand asthe premiere source for football apparel and equipment.Lomax and Associates seeks to fulfill the
creating onlinebrand awareness and increasing traffic on social media networks for Adidas Football US.
Lomax and Associates seeks to fulfill the following
Define, convey and reinforce a robust “RG3 for AdidasFootball” brand, which uniquely targets each of theaudiences.
Improve current sites, Facebook and Twitter.
Prepare blog posts on new Adidas Football US blog.
Expand presence and attractiveness of these sites.
Increase interactive user activity on these sites.
The “Adidas Introduces RG3” social media campaign seeks to attract the American football market.
- American Football Athletes
- Youth Football Athletes, High School Football Athletes, College Football Athletes
– 94 percent of Internet users are under the age of 30.
of people use social networks regularly. 17% of all web usage is socialmedia. (source: Pew Research Center) With the exception of professional football players, the majority of American football athletes rangein age from 12 – 22. On average, 3 million children play organized football annually. (source: American Youth Football) Over 1 million highschool students and 67,000 college athletes play organized football annually. (source: National Collegiate Athletic Association)
- These publics are of high level priority because they represent the main consumer base for the Adidas Football brand. They arealso the most impressionable online usage demographic. On average these publics spend 22 – 32 hours per month on the Internet.(source: Com Score Date Mine)