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Iris > 实例探究 > 打造球员炒作：阿迪达斯 2022 年世界杯战略

打造球员炒作：阿迪达斯 2022 年世界杯战略

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关于客户
阿迪达斯是足球第一运动品牌，旨在提高其运动员在 USMNT 中的知名度，并与作为球队主要合作伙伴的竞争对手竞争。
挑战
我们 2022 年世界杯的目标是让 Weston McKennie、Gio Reyna 和 Jesus Ferreira 成为 USMNT 中最受认可的运动员。在社交媒体上吸引粉丝并激励当地社区是关键。
解决方案
我们制作了一部英雄电影，以纪录片采访风格的球员镜头和街头艺术家创作运动员的巨型壁画为特色。每个运动员的社区还制作了带有二维码的定制壁画，与英雄电影联系起来。
运营影响
  • The campaign was a significant success, with the hero films and murals effectively engaging fans and the wider community. The use of QR codes on the murals was a particularly innovative touch, allowing Adidas to extend its reach beyond social media and directly engage with local communities. This approach not only increased the visibility of the athletes but also helped Adidas to engage new fans and the next generation. The campaign's success is evident in the impressive number of video views, impressions, and media coverage it generated.
数量效益
  • Video views: 2.25 million
  • Impressions: 924 million
  • Pieces of Media Coverage: 18

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