In France (via JDN), Adidas is generating buzz around its brand by targeting football fans with an integrated campaign. A website with some funny content featuring popular comedians Omar & Fred is at the center of the stage, but the campaign idea is to drive 15 to 24 years old guys to the Adidas stores around the country.
The concept (by JMS L'inconscient collectif) targets in particular the fans of Olympique Marseille (sponsored by Adidas). An email marketing campaign (currently with an amazing 96% opening rate) invites young people to visit the Tyaimesoubien.com website, download a postcard, answer the questions it presents, and deliver it to the local Adidas store for the chance of winning tickets for OM matches.
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