A leading supplier of athletic shoes, apparel, and sports equipment, adidas has a well-established brand. The company was looking to build its image with younger consumers, and wanted to target core-influencer males between 13-34 years of age.
adidas wanted to build brand perception with the young male core-influencer audience as the most inspirational and motivational brand in the athletic footwear/apparel category.
Massive designed and executed a multi-title in-game advertising campaign for adidas and surveyed gamers in select titles, including MLB 2K7, to determine the campaign’s effectiveness in driving key adidas brand metrics.
In-game advertisements by Massive communicated the brand message and had a significant effect on brand perception.
The campaign achieved the following results:1
- A 14-percent increase in brand rating and a 90-percent increase in brand message recall among gamers who saw the ads.
- Gamers that saw the ads rated Adidas and its products up to 71 percent higher on key brand attributes.
- Gamers said that the presence of the ads improved their game experience by adding realism and being a natural fit in the title.
About Massive:
In-game advertising allows you to place real-world ads into the virtual world of video games. The result is an experience that both enhances the gamer’s play and communicates messages more effective than other mediums. Massive, a pioneer of in-game marketing, allows marketers to engage millions of gamers in a dynamic, targeted fashion.
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