Advertising Case Study
adidas is one o the leading sports brands in theworld, with a broad and unique product portoliospanning apparel and ootwear or proessionalathletes, to authentic streetwear and premiumashion apparel. The global brand, headquarteredin Germany, currently ocuses on fve globalpriorities: Football, Running, Training, Basketballand the Originals label. adidas Football is thebrand that celebrates teams and individual playersalike.
With the beginning o the World Cup in SouthArica in 2010, adidas entered the tournamentwith two main objectives: To be the most talkedabout sports brand o the World Cup and toexport the action digitally to ootball ans aroundthe world. The brand was also seeking to raiseawareness about the launch o its new F50 adiZeroootball boot ahead o the matches. What’s more,the company was also committed to leaving alegacy behind in South Arica ater the games hadended. As a result, it wanted to encourage adidasans to contribute to the 46664 charity, which isNelson Mandela’s global HIV/AIDS awareness andprevention campaign.As this was the frst tournament in Arica, itwas specifcally important or adidas to showootball ans around the world what it was liketo experience the World Cup on Arican soil.“We needed the best platorm to enable ansto consume and engage with all this incrediblecontent that was being captured and createdon the ground,” says Gaetano Squillante, Heado Social and Digital Media, Sport PerormanceDivision, adidas. “We elt that Facebook wasthe platorm best suited to helping us reachour objectives.”
Facebook Executive Summary
adidas Football wanted to be themost talked about sports brand othe 2010 World Cup and to exportthe action digitally to ootball ansaround the world
A global campaign on Facebook thatdrove users to the adidas FootballPage where they could interact withunique content rom the event, watchoriginal videos, play games and learnabout new products
drives users to unique content candramatically increase engagementand connections as well aspositively aect brand avorabilityas well as product awareness
serve as a dynamic hub to whichconsumers can be directed orunique digital content, newsabout new products, the ability tocontribute to causes, as well asthe ability to share inormationabout the things that areimportant to them