A new Adidas website by EVB for Flash and basketball fans. “Do you believe in 5?” starts with a great video, and develops in a website which aims at having basketball players sharing the ideas and ideals they believe in. The site takes and emotional approach to community building and I believe it quite succeeds in the goal. The video intro is great (excellent sountrack), and immediately creates the right mood to browse through the site. The rest is nice, although a little bit too flat and totally lacking sounds.
On the way to Germany 2006, Adidas moves a further step into smart online marketing: they just launched a branded desktop RSS reader which will allow user to get all the latest football news (from Yahoo!, Radio 1 and Sky) plus exclusive Adidas content. Users can choose different readers, selecting for example the one personalized with David Beckham. [news via NMA]
Adidas is promoting its new shoe, the Gigaride, with an online advertising campaign and a dedicated micro-site. It’s a product mini-site so we shouldn’t have to too many expectations on it, however it turns out to be rather disappointing. I mean, it promises a 360 Spin to discover the shoe, but you can actually only click and drag to move it left to right (and viceversa) and not up and down to see how the sole looks like. Also, I’m sorry for being so negative, but it would have been better not to have the advergame rather than putting online something totally flat. The “Unstoppable Game” advergame isn’t original nor entertaining and it doesn’t even make people experience the shoe.
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.
A few days ago I posted about a disappoiting web site created by Adidas to promote a shoe. Now I’m glad to write a good online campaign the German brand is running on the way to the World Cup 2006. If you’re a football fan you will surely enjoy this highly interactive website where David Beckham, Raul, Kakà and other top players welcome you with video interviews. I didn’t register, but it looks like there are several goodies to enjoy (games, downloads etc…). The only negative aspect is that the site is pretty heavy to load. Sorry but I don’t know which agency did the job.
Adidas is online with a pan-European campaign to promote its new shoe Megaride. Carat Interactive planned and created the ads currently appearing on the main European websites with young audiences. Daily Media reports the Megaride campaign is part of an online marketing effort Adidas has just started to prepare for the Germany 2006. In a couple of days it will debut with an online teaser focused on the strong relationship between football and the brand. The Megaride minisite is currently online in 6 different languages but, to tell the truth it’s a rather disappointing experience. The interface is very crowded but eventually the only content available connected to the new shoe is a store locator and a 3-d presentation. Apparently the Megaride is a very innovative shoe but, to me, the website fails to communicate this basic message…
TBWA Japan has won the Media Lion for the Best use of Outdoor in the Impossible Sprint campaign for Adidas which featured a vertical 100m dash. John Merrifield is the creative director/copywriter behind the ad that was placed last year on two buildings in Hong Kong and Osaka. TBWA found an excellent solution to grab people’s attention in the saturated outdoor advertising spaces in Asia and to deliver the Adidas “Impossible is nothing”. The campaign generated an incredible impact and received a lot of attention also from the media. The X-Games have expressed interest in making the vertical 100m dash a “real” sport.
New Media Age reports today of an highly interactive campaign launched by Adidas to promote its F50+ football shoes. The creativity includes tv spots, video ads, email marketing and “mobisodes”, short video episodes especially designed for mobile phones.
MSN has announced the 7.0 version of its IM application Messenger and a new service called MSN Spaces through which millions of consumers can share their stories with their friends and family or the entire world. The advertising opportunities offered by the application appear to be particularly attractive. MSN has announced Volvo Cars North America will be the first to run a campaign on MSN Spaces, trying to take advantage of a deeper brand integration through a rather unobtrusive channel. Also Adidas and Sprite have chosen MSN Messenger to make users experience their branded content. Sprite has created “The Scenario” a branded online entertainment experience designed for teens, while Adidas offers branded theme packs to promote its newly launched Adidas_1 Show.
Yahoo! Italia together with Carat Interactive have investigated the results of the “Impossible is Nothing” campaign Adidas planned on the portal during last spring. According to Pubblicit� Italia (in Italian) the campaign awareness raised to 229% help the brand reposition itself towards the Italian Internet audience.
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