Adidas became in one of the most important sport supplies companies in the world. That is not a big news. I have been talking about that for a couples of weeks, or post. But Since I was surfing the adidas web page, looking for their relation with the “Traditional Media”, I found out that they have an remarkable Web News Room.
In the adidas newsroom journalism can find contact information of the PR and editorial person as well, basic Fact about the company, financial information, easy downloadable images for their stories and so on.
Also, adidas newsroom offers advance interactive cyber tools. Recently, November 17, the company launched their official corporate blog: http://blog.adidas-group.com . In the web page the company explain “ The overall objective of the adidas Group blog is to paint a personal and authentic picture of the company behind the brands. The adidas Group blog will provide insights into the adidas Group’s business and its company culture, which is based on a shared passion for sport and a sporting lifestyle. Employees from various departments within the adidas Group such as HR, Operations, Marketing, Social and Environmental Affairs and IT will tell stories about their daily tasks, projects they work on and their experience of being part of the adidas Group’s team…”
In my last blog I didn’t mention about the blogs in the adidas world and that would be a critic for these one, but Adidas launch just in time their blog, so move on. In addition, the organization web site provide with Really Simple Syndication Feeds RSS and social media News Releases. For those reason I believe that adidas Newsroom is pretty good and It’s adapting for old and new media or journalism.
But I want to share something about new strategies for promote their product, that was use by adidas a few years ago. The contracted an Advertising Agency: TBWA, London. The challenge was reach the active soccer kids fans ( males, 14-19 years old) , whose according to some research that target ( at UK ) was notoriously hard to engage and impress though standard media channels. Some research shows that kids aren’t sitting in from of their TVs as they used to be. Now they use their computers, smart phones, iPads and so on.
What they do
The agency brought the world’s most famous football player, Barcelona’s Lionel Messi, to one city in UK. With only four hours allotted, they avoided a TV spot endorsement idea and unleashed him to the public via an adidas-branded helicopter. In the weeks leading up to his arrival, we seeded content and cryptic messages online, hinting where Messi would be.
Fans were able to trade in their old boots for new F50 adizeros while they shaking hands and had really good time with their favorite player Messi. Those kids took thousands photos and videos and shared it throughout the web. The company hit 250,000 Facebook feeds, 368,000 tweets, 3.5 million kids and 41% of the UK. And, all this with zero paid-for media.
Results:
• 250,000 Facebook feeds
• 368,000 tweets
• 3 blog sites led to 195,264 visitors to adidas & Messi sites
• Strong feature on key social networks – Facebook, YouTube & Twitter
• 93% of all traditional media coverage was positive
• Coverage in traditional media Television, Newspapers & News Websites
• The BBC News website featured a photo report of the event
• Covered in 25 countries around the world
• Facebook and video demographics indicated that those most interested and engaged in the event were our core target audience, 91% Male, 43% aged 13-17 yrs
• 3.5 million young football fans saw the activity through TV & press
The company presented Lionel Messi, to his fans in a way that created a huge ‘social buzz’, talk and news. The funny part was that they didn’t use any traditional media to promotes the event. The results were amazing and the whole strategy was executed in the cyber world.
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