Brand | ADIDAS |
Product/Service | FIFA WORLD CUP |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Use of Social or Community |
Media Agency 2
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Entrant Company
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Creative Execution
We built the area’s first social stadium – The All In Arena – capturing the experience and atmosphere of a real stadium and allowing fans to actively engage with the World Cup in a whole new way.
We provided a forum to comment on the game, access statistics and receive updates – all at the very moment the games were being played. It was the ultimate second screen experience. The conversations generated in the arena formed massive user generated content, and by using Twitter we were able to generate thousands of brand owned conversations.
The All In Arena brought a total of 1.3 million visitors, 2.2 million page views and 28,000 new Twitter followers to adidas in just 4 weeks, unprecedented compared to any other football portal in the region. And as curator of this virtual conversation, adidas became the most talked about brand at The World Cup, across all social media platforms.
Our research showed that fans viewed the All In Arena as an “authentic and real” experience, that improved their knowledge of the game – and in this region, where football knowledge carries great kudos - that is an extraordinary feat!
How do we increase sales for adidas in the highly competitive Arab youth market during the 2014 World Cup, when only one team from the entire region qualified?
The World Cup is a phenomenon but it’s also a cluttered marketing space and Nike had a strong track record of ambushing adidas in this area, especially in digital. We had to offer football fans genuine value, and a unique experience that they could not get with any other brand.
We knew that when it comes to football, every Arab is passionate and has an opinion. They love to brag about their knowledge on social media and as a result, second screening during games has become extremely popular.
So the idea was to combine this passion for football and second screening to create a virtual space that would keep the region engaged, despite their lack of representation on the field.
Credits
Amy Karr |
Zerodot |
Creative Director Director Digital/Interactive/Social |
Jonathon Hoffman |
Zerodot |
President Cco |
Pauline Rady |
Starcom Mediavest Group |
Associate Media Director |
Mohit Lodha |
Starcom Mediavest Group |
Human Experience Director |
Javier Bravo |
Starcom Mediavest Group |
Digital Media Director |
Milad Samia |
Starcom Mediavest Group |
Media Manager |
Manikandan Hari |
Starcom Mediavest Group |
Client Managing Director |
Wesam Ayyash |
Starcom Mediavest Group |
Digital Media Manager |
Links
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