To celebrate the brand's 60th anniversary, adidas wanted to reach its target audience of young males through an immersive entertainment experience that would allow them to engage with the campaign. Advertising on Xbox was a perfect fit.
Looking for a way to distribute content and messaging related to its celebrity-endorsed clothing and footwear collections, adidas needed a social platform where young males could engage with the campaign, providing lift in brand connection, affinity, and a depth of understanding of the brand.
The company partnered with Xbox LIVE to create a microsite where users could download videos, themes and gamer pics featuring celebrity talent such as David Beckham, Estelle, and Run DMC. Then, through dynamic in-game advertising, users continued to engage with the brand while playing Guitar Hero.
By immersing gamers in the brand and providing custom content, adidas achieved impressive results:1
- Engagement and interaction with the adidas brand was compelling, with 348,000 content downloads.
- 161,00 gamer pic downloads were shared amongst the 300 million friendship connections on Xbox LIVE.
- In-game ads were viewed for over 500,000 minutes!
- Click-through rates of 2.25 percent — typical display advertising delivers .3 percent.
The results show that Xbox can design and deliver a dynamic campaign that truly engages and connects with its audience. As a testament to the campaign's success, adidas intends to expand its partnership through Xbox LIVE content integration and Massive in-game advertising.
To find out how an
Xbox LIVE campaign can increase your sales, contact your sales representative today.
