To publicize the launch of its new ‘Team Signature’ line of shoes, Adidas<\/strong> 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.<\/p>\nFrom 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\u2019s greatest players to interact and inspire the next generation of athletes.”<\/em><\/p>\n The first part of the mobile component was text link ads – up to 5 million per week – run by AdMob<\/strong>. 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<\/strong>, a player for the Boston Celtics, and one of the NBA stars that was part of the campaign.<\/p>\n Throughout the campaign, mobile outperformed all other media for driving opt-in sign ups, and at a significantly lower cost than other media.<\/p>\n Another major component of the “Basketball is a Brotherhood” campaign was the adidasbasketball.com<\/a> 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.<\/p>\n 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.<\/p>\n
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\nSubscribers that clicked on the text link ad were brought to a dedicated landing page on the Adidas mobile site which included an opt-in form. Fans who joined received 4 SMS messages, plus 4 phone calls from Kevin Garnett.
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and get user “opt-in”<\/center>
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\nAnother very interesting feature was the capability for a subscriber to call and leave a message for one of the NBA players. Thousands of fans called and left messages about what it meant to them to be “part of a team.”
Interestingly, a high percentage actually called two or more times. This plus the voice messages that they received from the players made it feel like there was a conversation going on, and it acted to build a relationship between Adidas and their customers.<\/p>\n
and Click-2-Call KG<\/center>
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\nThe mobile site was also used to build purchase intent, by providing dedicated pages for each NBA player and his shoe, plus customized ringtones and wallpapers.<\/p>\n
and his shoe, the T-MAC 5<\/center>
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30 second TV ad<\/center>
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