Citrus goes all in with adidas
Adidas has recently launched a new brand campaign, 'adidas is all in', which seeks to unite its Sports Performance and Original sub brands under one global brand. The campaign included activity on TV, in store, online and was supported by the adidas all in challenge event which took place in Melbourne. The event pitted teams of amateur sports players and creatives against each other in a competition to discover what team was Australia's 'most passionate'. The teams - dancers, basketballers, footballers, aussie rules, artists, skaters - went head to head in their disciplines for 60 hours straight. The team still standing at the end won a trip to LA to see Katy Perry and David Beckham perform and $10,000. If the teams were tied, then the team with the most amount of Facebook 'likes' would carry the title of Australia's most passionate!
As adidas' digital agency Citrus were briefed to bring this event to life online in the social media space, Facebook was used as the platform, as it is the primary online destination for the target audience (14-24 year olds). Citrus developed an application which in its first phase was used as an entry form into the competition, and when the event launched as an event information and content hub. The application included team pages which gave Facebook users the opportunity to follow their progress throughout and aggregated video and image content from Youtube and flickr. Facebook users were able to leave comments and 'like' the teams.
The application received over 130,000 views, and teams received thousands of likes which helped spread the content through Facebook and exposed the campaign to consumers in this space. The youtube and flickr channels extended the social media footprint beyond just Facebook and gave adidas the ability to update content quickly to react to what was happening in the event.
This activity online is an example of how brands can utilise social media channels to create participatory experiences which are engaging, cost effective and likely to spread through the social media community.