Force of Black: Leveraging IoT for Sports Marketing and Advertising
Technology Category
- Sensors - Haptic Sensors
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. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe and the second largest in the world. The company has a long-standing partnership with the All Blacks, New Zealand's national rugby team, and is known for its innovative marketing campaigns that engage fans and promote its brand.
The Challenge
Adidas, a global leader in sports apparel, faced the challenge of demonstrating the significance of the All Blacks jersey, a symbol of fear in international rugby and pride for New Zealand. The jersey is one of the most recognizable brands in sports, and Adidas wanted to encapsulate the legacy, culture, and dominance it represents. The challenge was to create an engaging and interactive experience that would resonate with fans and further strengthen the brand's association with the All Blacks.
The Solution
Adidas developed the #ForceOfBlack campaign as an embodiment of the legacy, culture, and unrelenting dominance the All Blacks jersey represents. As part of the experiential marketing strategy, fans were challenged to face the 'Force Of Black' on a roaring 'Travelator' inside a full-speed wind tunnel. This interactive experience was designed to engage fans and test their mettle, mirroring the intensity and pressure the All Blacks face on the rugby field. In the lead up to the Rugby World Cup, the All Blacks made history by winning 14 consecutive matches. To celebrate this feat, Adidas changed the URL to wwwwwwwwwwwwww.allblacks.com, with each 'w' signifying an All Blacks win.
Operational Impact
Quantitative Benefit
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