Taking the game mobile means beautiful results for Adidas

Introduction

Mobile advertising proved Adidas’ star player as the brand sought to leverage it sponsorship of the Euro 2008 Football Championship and deliver increased awareness and purchase intent. With a game plan built around downloadable video content, mobile games and consumer-driven virals, Adidas’ mobile advertising solution began proving its effectiveness before the first ball was kicked.

Objectives

• Increase awareness of Adidas’ Euro 2008 sponsorship
• Drive purchase intent of apparel such as the F50 and Predator football shoes
• Increase click-through rates for Adidas’ Euro 2008 mobile site created by Marvellous
• Establish mobile advertising’s effectiveness for Adidas.

Creative execution

Microsoft Advertising’s mobile channels provided the distribution network the campaign needed to deliver its message to the intended recipients: 18-24-year-old men. Mobile banner ads on MSN Mobile, Windows Live Hotmail Mobile, Windows Live Messenger Mobile and L’Equipe.fr Mobile drew crowds of football fans with the promise of video content and a specially designed Java game, ‘3on3’. The mobile advertising campaign built on this exposure through interactivity, inviting supporters to post messages backing ‘Les Bleus” on a mobile ‘wall’, through viral elements inviting phone owners to text a friend, and through the option to register for product updates.

Results

• The click-through rate on L’Equipe.fr Mobile reached 12.6% on the day before the tournament kicked off
• According to Adidas: “Mobile played a key role in getting our brand message ‘on the move’ and it has increased the opportunity for us to engage with our audience in new and more creative ways. Mobile content has added value to our communications around Euro 2008.”