Adidas' Experiential Marketing Strategy: A Case Study
Applicable Industries
- Cities & Municipalities
About The Customer
The customer in this case study is Adidas, a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing, and accessories. It is the largest sportswear manufacturer in Europe and the second-largest in the world, after Nike. Adidas Football is a specific division of the company that focuses on everything related to the sport, from shoes to clothing and accessories. The division is known for its innovative products and marketing strategies that aim to engage football enthusiasts and promote the brand.
The Challenge
In June 2015, Adidas Football embarked on a mission to identify the world's best game changers and playmakers. The search began at The Base, Berlin, during the UEFA Champions League Final. The challenge was to expand this initiative globally and engage football enthusiasts in a unique and exciting way. Adidas aimed to create a buzz around the brand and its association with football, particularly in Asia. The company wanted to launch 2v2 football tournaments across three main cities – Bangkok, Kuala Lumpur, and Jakarta. The challenge was not only to organize these tournaments but also to ensure significant participation and generate substantial PR coverage.
The Solution
Adidas adopted an experiential marketing strategy to address this challenge. The company launched #BETHEDIFFERENCE tournaments in over 30 cities worldwide, including Bangkok, Kuala Lumpur, and Jakarta in Asia. These tournaments were designed to engage football enthusiasts and identify the best game changers and playmakers. The company used a combination of experiential, content & social, and PR & influencer specialisms to promote these tournaments and generate buzz around them. The tournaments were not only about identifying talent but also about creating an experience that participants and spectators would associate with the Adidas brand. The company leveraged social media and influencers to reach a wider audience and generate PR coverage.
Operational Impact
Quantitative Benefit
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