According to adidas, the “all in” global brand campaign launched on March 16, 2011 has been the biggest marketing campaign in the brand’s history.
Both Youtube videos soon became viral sensations after being picked up by a number of interested websites. It has recorded over 2 million watchers on Youtube and Facebook groups of more than 20 million members.
“Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and Cinema as well as an extended 2-minute version for Online.” The adidas “all in campaigns” is aimed to cover the whole scope of the brand in one video.
Have a look at the online advert.
Actually the Youtube video was launched on March 9th, one week prior to the official launch of the campaign to generate awareness and curiosity.
Viewers and fans can then continue the conversation with adidas online through social platforms such as Facebook, where adidas serves up daily, in-depth exclusive content from the various parts of the brand.
A week after the official launch, there was a 3D mapping projection on a palace in France showing several aspects of the brand. It was also uploaded on Youtube.
Both Youtube videos soon became viral sensations after being picked up by a number of interested websites. It has recorded over 2 million watchers on Youtube and Facebook groups of more than 20 million members.
In my opinion 10 years ago adidas would have never been able to launch such a massive, successful and well integrated campaign. From that we can all see how effective social can be.
Great example of a good integrated campaign. using various mediums to deliver a constant message, great work! And then to use SM so effectively to enhance the rest of the campaign, I think this is great!
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