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The 2006 World Cup: Mobile Marketing at Adidas: by Syndicate 4
The 2006 World Cup: Mobile Marketing at Adidas: by Syndicate 4
By Syndicate 4
+Mega Sylva P + Habiburachman + M. Ibnu Fauzi + Pramadona
Founded in Germany, 1920, by Adolf (Adi) Dassler Supplier of footwear German soccer team Expanded to footwear line include fringe sports: Jumping, Weightlifting & Bobsledding Footwear supplier for Olympic Games & World Cup Soccer Championship
Outsourcing production and focusing on marketing In 1998, focusing on US Market that dominated by Nike & Reebok In 2003, acquiring Reebok Become second largest footwear company in the world
Adidas
Global Athletic footwear 32% market share in US Market Introducing basketball segment, Michael Jordan and Air Jordan line basketball shoes Basketball market share: Nike 60%, Adidas 20%, Reebok 15% Official partners of FIFA
Nike
Nike pursue Adidas for soccer footwear & accessories. In 2003, Beat-up Adidas market share on European Soccer (34% : 30%) Sponsoring several national teams Nike created online social networking website & mobile portal Jogo Bonito Campaign Partnership with Google to create an online community through discussions, videos & user-created content
Make Soccer Inspirational, Meaningful and Shared Advertisement of Players can only be brilliant with the support of the team and the team will only succeed with individual moments of brilliance +10 concept developed by 180, Amsterdam-based creative agency Mainly focused on print & television media and lacked understanding needs of digital media
ADIDAS HAS ALWAYS BEEN ABOUT TEAM AND ABOUT WORKING TOGETHER
Star Wars
Marketing content: Games, text messages, Ticker (Sports, News, Weather Information) Mobile Portal: downloadable content (Ring tone & Wallpaper) Hired THQ Wireless, to develop and distribute content; ring tones, sound effects, screensavers, wallpaper, character biography, actor interviews & video clips Promotionally marketing campaign: coupons, discounts or incentives
Michels doubts..?
No back-upped by research Emotional attachment The role of mobile phone in peoples lives Unconnected Engagement Pushing TV advertisement to get much broader Cost per thousand impressions
Cross Promotion
Outdoor Print Television Advertising
shown on MTV, Provider of youth credibility and expertise. Depend on markets that did not require a terms & conditions statement
What circumtances development of the 2006 World Cup Mobile Marketing campaign at Adidas ?
In long term to build brand leadership Establish Adidas as the leader in soccer in the hearts and minds of the world Established Adidas commitment to build and maximize their retail partnership
Explain the strategy of The 2006 World Cup Mobile Marketing campaign developed by Adidas
Examined a number of applications for delivering mobile marketing content to customers ex: games, test message, tickers with sports, news. Mobile portals Downloadable content like ringtones and wallpaper
Incapable
to meet the kids need The difference in content Dilemma of a new material creation or recycled material The important of local content & local language Dilemma of short codes
Do you think the campaign was appropriate for the stated mission of Adidas in the world cup ? Why ?
Yes, we think.. main campaign of Adidas for world cup is good but there is misleading for the part of target market (kids)
The
ADIDAS HAS ALWAYS BEEN ABOUT TEAM AND ABOUT WORKING TOGETHER
THANK YOU