To publicize the launch of its new ‘Team Signature’ line of shoes, Adidas ran an integrated campaign which featured some of the biggest NBA stars teaching young players the value of playing as a team. The campaign included TV, in-store, print, online, and mobile components.
From the Adidas press site: ‘Basketball is a Brotherhood’ is the integrated, digitally led marketing and advertising revolution that does something no other brand has done: it allows today’s greatest players to interact and inspire the next generation of athletes.”
The first part of the mobile component was text link ads – up to 5 million per week – run by AdMob. The ads were basically invitations for people to participate in the campaign. As an example, one of the ads proposed a call to Kevin Garnett, a player for the Boston Celtics, and one of the NBA stars that was part of the campaign.
Throughout the campaign, mobile outperformed all other media for driving opt-in sign ups, and at a significantly lower cost than other media.
Another major component of the “Basketball is a Brotherhood” campaign was the adidasbasketball.com website. The site featured an 11 part web series which showed 12 young players at a summer basketball camp. They are taught by the NBA players, and during the series they learn to shift their focus from individual stardom to becoming a team.
In addition to these mobile and online components, the integrated campaign also included print, in-store, and TV spots. You can see one of the TV ads below, and it gives a good idea of the style of the campaign.
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