To drive awareness of two hot new soccer shoes, adidas developed an online soccer game played via Windows Live Messenger. As a result, direct engagement with the adidas brand was greatly extended among the target audience of young men.
- Up to 20,000 games were played daily at the campaign’s peak.
- An average user played the game 2.75 times for 6.72 minutes.
- Across all markets, 49 percent of games chose one brand, the Predator, while 51 percent chose the other, the f50.
adidas-Windows Live Messenger game demo
(1:52, WMV, 3.2 MB, 400Kbps)
At
Microsoft, we understand the intersection of the consumer and technology. Our advertising solutions can help you connect with your consumers as they access different media at various points throughout the day—from PCs to games to mobile devices—and even more in the future.
Sports brand adidas developed two pairs of soccer shoes, each designed for a different style of play. The Predator, worn by Liverpool captain Steven Gerrard, promised accurate delivery of crosses, free kicks and passes, while the f50, worn by Barcelona right winger Lionel Messi, was geared toward individualistic players.
To engage its target audience of young men age 15 to 24, adidas and digital marketing agency Isobar created a dynamic online soccer game. The game featured both shoe brands, and was hosted by Microsoft Windows Live Messenger.
For the adidas campaign,
Microsoft Windows Live Messenger delivered higher brand awareness as well as significant periods of brand engagement with the target audience. The shoe company has achieved:
- More than 13 million games played worldwide during the campaign’s two-month duration.
- An average engagement of 2.75 times the game was played per user
- An audience of five million unique users, with 125.7 million page views.
At
Microsoft, we understand the intersection of the consumer and technology. Our advertising solutions can help you connect with your consumers as they access different media at various points throughout the day—from PCs to games to mobile devices—and even more in the future.
