After Stella McCartney and Yohji Yamamoto, Adidas signed a new agreement with another big name in fashion: Diesel. For now it regards the Originals collection, and it’s going to last four years. With such iconic lifestyle brands connecting expectations are definitely high, for the product and for the communication around it.
Of course there is a dedicated site to look at… http://diesel.adidas.com suggests 83 original ways to successfully waste your time, and you are invited to participate by uploading your pictures and videos, to testify on each one.
Let’s go straight to the point: the site is beautiful, the pictures to illustrate the suggestions are great and are a good mix of Diesel and Originals universes, the layout is clean, ergonomy ok if you have a big screen, but …it took me ages to access to it, waiting for the 83 sections to upload!
You have a budget of 100k, that you have to use to a) put together your own dream festival line-up from a pool of around 200 bands, b) book the venue c) design the promo poster d) book the after-party band or DJ.
As part of the Impossible is Nothing 2007 campaign, Adidas has launched in the UK a website (and a sort of viral action) called The Impossible Story. The site allows users to upload their own photo, and then to be the main character in an animated cartoon adventure. Among the “crazy” things you can do, you can slamdunk the moon or eat a flying shark… just use the keyboard to move your character around the screen. I was not excited by this website… the concept is not new, and it also look quite “childish”. Maybe the target are teenagers, I don’t know, but I can’t see an adult being hooked to the site. The Impossible is Nothing concept is so nice and broad, it could have been exploited better…
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.
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