London’s Summer 2012 Olympics embraced social media more so than any other Games before it (even Vancouver’s Winter Olympics which was where the social media movement surrounding the Olympic Games began). That meant that their advertisers and major sponsors had an additional channel to reach consumers.
Adidas was an official sponsor of the 2012 Summer Olympics. Nike sponsored many of the individual teams and athletes. Nike took to social media channels as well as developing heart-string-tugging television ads resulting in an increase of more than 11% for @Nike from opening to closing ceremonies and only 4% for @adidasoriginals. Nike used every inch of the Olympic experience it could to get people talking about their brand and they were wildly successful.
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Adidas approached the World Cup in 2010 as a genuine opportunity to create a strong public image in the minds of football fans around the world, so they decided to launch a Facebook campaign that would feature their F50 adiZero football boot before the matches actually started.
Although their overall goal was to establish themselves as the premiere sporting goods dealer for anything football relate, it was also very important to connect with South African fans on a personal level.
- Target audience was worldwide, but specifically South Africans
- Campaign raised funds for Nelson Mandela’s AIDS awareness program
- Served as a link to original World Cup videos and editorials
- Highlighted the product launch of the F50 adiZero football boot
- Several 24 hour blocks were used to reach Facebook members
Throughout the campaign, over 2.3 million unique viewers had visited Adidas’s Facebook page, with 863,000 connections occurring over the first month alone. The average daily visits reached a half a million viewers, indicating that their campaign created genuine interest for return visitors. Brand awareness rose between 8-23% in different regions of the world. To view the actual study, click here.
Adidas launched a marketing campaign entitled “New School of Thought” that provided users access to free music from electro sensation Ultraviolet Sound and a 30% discount on Adidas Originals items. Based on its success the project was launched online where it asked for suggestions on how to move forward with the campaign. The campaign enabled the company to gather valuable ideas for campaign progression. This idea was extended further and a virtual “strike a pose” Facebook photo contest was launched. Case study