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How is Adidas Football using dark social, does TV have a place in the media mix, and how did the Pogba signing go so big?
Florian Alt, Senior Director Global Brand Communications at Adidas Football, answers our questions.
A couple of weeks before the tournament began, I took a rather sceptical look at some of the brand campaigns airing during Euro 2016.
With the honourable exceptions of Adidas, Hyundai and Carlsberg, the marketing action was slightly disappointing.
In this post, I look at some more of the current campaigns and see who has hit the mark.
Another tiring maelstrom of tournament advertising is upon us.
Sport transfixes in a way that pretty much no other (broadcastable) activity does, and therefore brands know that Euro 2016 offers value for money.
TV, footballers and creative that travels/translates well is the advertising order of the day, with honourable mention for the role of Twitter and Facebook.
Adidas' GamePlan A is one of the quirkier corporate websites out there.
It's a mixture of motivational interviews with sports stars and a smattering of slightly cod-philosophical editorial that one could imagine a spornosexual nodding his head at.
But it's an interesting site because it shows that content marketing is still trusted, and could be a force in increasingly competitive recruitment.
Sports marketers don't always get it right.
However, more often, such great subject matter lends itself to great campaigns.
Here are 10 of my favourites.
Where has the year gone? It’s almost April already, which means it’s time for yet another monthly social roundup.
This time it features campaigns and news stories from the likes of Honda, Adidas, Samsung and several others.
It’s the end of January and time to round up some of the most interesting social campaigns we’ve seen in the past 30 days or so.
This list also includes notable developments and interesting social media news stories from January.
When compared to its sporting goods rivals Adidas has a rather lacklustre ecommerce site.
There’s a lack of personalisation, there are no multichannel return options, delivery options are non-existent and the free delivery minimum spend is exceptionally high. All this plus a rather clunkily designed site mean that Adidas needs to up its game when it comes to ecommerce.
That being said, since exploring the site one week ago, I’ve found that Adidas is doing excellent work in the field of email marketing, in particular basket abandonment emails. Let’s take a little journey into my inbox…
Lace up your sneakers, put your sweat bands through the washing machine, make a pitiful attempt at a couple of lunges and let’s go for a run.
Don’t worry, I’ll catch you up later. I just have some work to finish around… this… uh… hot-dog.
Nike is the world’s most valuable sports brand according to Forbes. It has a market value of $71bn, $19bn of which is estimated to be pure brand value. Nike also commands 62% of the US athletic footwear market.
Impressive stuff, but what of its nearest sporting rival Adidas? Has it been left puffing and wheezing, meters behind its striding opponent as it desperately rummages around its kit bag looking for an inhaler?
Sometimes you don’t even need an excuse to spend an entire afternoon losing yourself while looking through hundreds of beautiful looking websites and admiring their handiwork.
Luckily we do have a reason… research! That old ‘get out of jail free card’.
Last year I took a look at some excellent examples of persuasive ecommerce design and I thought now would be a great time to add to the list. The sun is shining after all.
Using the five techniques laid out by Peep Laja in his persuasive design techniques manifesto I’ll be taking a look at various ecommerce sites that either tick one, or even all of the following persuasive design boxes:
Brazil 2014 is the first social video World Cup.
It’s quite telling how often Vines and Instagrams are used as part of the pre-match build-up by the BBC and ITV, either by showing videos the pundits or players have uploaded or by sharing ones from the fans themselves.
It’s even more extraordinary to think that neither channel existed during the time of last World Cup in 2010.
Brands (both sponsors and non-sponsors alike) are also capitalising on creating awareness and generating shares through Vine and Instagram by hijacking one of the most compelling global sporting competitions.
The World Cup kicks off on June 12 and is a festival of football that Asia’s passionate fans will doubtless enjoy.
Unfortunately every game kicks off at times between midnight and 6am here in Singapore which is going to mean some very sleepy Singaporean and Asian residents.
Many brands are desperately trying to capture the attention of these passionate fans, both official sponsors and unofficial brands eager to capitalise on the world's greatest event.
But which is doing the best job?