Born Of This Land: IoT in Sports Marketing Strategy
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. It is one of the largest sportswear manufacturers in the world. adidas is known for its innovative approach to product design and marketing, constantly seeking new ways to engage with its customers and enhance their experience. In this case, adidas was launching the 2016 Super Rugby jerseys, each with a unique design reflecting the land from which the franchise came. The challenge was to create a marketing strategy that would resonate with the fans and players and reflect the unique identity of each franchise.
The Challenge
In the world of sports, the connection between a team and its land is a powerful sentiment that can be leveraged for marketing purposes. This is particularly true in the case of Rugby, a sport that is deeply rooted in the culture and traditions of the land. The challenge was to create a marketing strategy that would not only resonate with the fans and players but also reflect the unique identity of each franchise. The 2016 adidas Super Rugby jerseys were launching, each with a unique design reflecting the land from which the franchise came. The task was to create a powerful idea that would not just become a statement of intent for every player and fan, but a sentiment that would run much deeper than 15 men on a field.
The Solution
The solution was to leverage the power of IoT in sports marketing. By integrating IoT technology into the marketing strategy, it was possible to create a more personalized and engaging experience for the fans. This involved creating content and social media campaigns that were tailored to the unique identity of each franchise. The jerseys were not just a piece of clothing, but a symbol of the land and the culture that each team represents. By using IoT technology, it was possible to track the engagement and response of the fans, allowing for a more targeted and effective marketing strategy. The use of IoT in sports marketing not only enhanced the fan experience but also provided valuable insights into fan behavior and preferences, which could be used to further refine the marketing strategy.
Operational Impact
Quantitative Benefit
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