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.
In the UK, the BBC has just launched “Your shout” a trial service which allows football fans to send in 3G video messages with their opinions on football. The best video comments will be shown on Saturday’s Football Focus and on the Football Focus website. The technology for this service has been developed by VoxSurf. Andy Munarriz, co-founder of VoxSurf explains:“It combines the immediacy of the phone with the excitement of video to allow anyone to create personalised content and become a football pundit. With 3G becoming mainstream we see major opportunities for leading broadcasters to get even closer to their viewers.”
Launchfire Interactive has developed a series of ten advergames for the for MBNA U.S.A. 2005-06 NFL sponsorship. Each game functions the same but is uniquely branded to the participating NFL team. In addition each game broadcasts short rich media ads between quarters to promote the credit card companies (Visa and Mastercard) and their respective 2005-06 NFL promotions. For example, you can check out the New England Patriots or the Denver Broncos game.
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.
The UK Pepsi portal dedicated to football has a new advergame developed by Graphico. The game, called Pepsi Handball, aims at promoting the Pepsi Soccer Schools. It looks like Tetris… If you’re looking for advertainment ideas, I suggest you browsing the whole site which is a good example of branding targeting teenagers.
German football fans can download the pictures (as MMS) of their favourite players directly to their mobile. The initiative, which runs a few weeks before the European Football Championship, is developed by MindMatics and sponsored by Ferrero’s snacks, Duplo and Hanuta. As Net Tribune (in German) reports, users find in the snacks a collectible sticker with a the short code that allows them to request, with a premium rate SMS, the MMS picture of the player. A series of 28 players and trainers is available. The service costs 0,99 euro per picture.
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