ADIPOWER PREDATOR– all digitalRomaniaAugust-September 2011
Concept SUMMER QUEST - Powered by adidas and ProSport Objectives: 1. Bring people in adidas stores 2. create buzz and awareness for the adipower Predator and the brand adidas in general 3. Create a database of contacts for future adidas comunication. How: Create an offline quest (finding the real adipower Predator shoe) and online/mobile phone interaction, especially through social media and using a smartphone.
Call to action• “Enter the game of the summer, the adiPower Predator adventure”• “Find the adiPower Predator shoe in stores, outdoor or print and scan it with your mobile phone”• “Win t-shirts on the spot by scanning the shoe and enter you personal data for the big prize”• Make a picture of you and one adidas adiPower Predator and you can win iPhones and a trip on a real game with Real Madrid on Santiago Bernabeu
How it’s done?• The predator shoe was available in all adidas stores and the users had to find it and take a picture with it.• Once they find the Predator shoe, users will use a special designed mobile phone application to “scan” it.• The app enable the users to identify the adiPower Predator shoe (like QR code functionality) and to check if they won a prize (t-shirt).• The users can upload a picture with them and the football adiPower Predator on the campaign’s landing page, together with their the personal details.
adidas – integration in prosport website menu Adipower - predator RO june 2011
adidas – special dedicated landing page on prosport.roand a dedicated subdomain : adidas.prosport.ro21 000 unique users on thededicated adidas webpage Adipower - predator RO june 2011
adidas – special dedicated landing page on prosport.roand a dedicated subdomain : adidas.prosport.ro All the adidas stores were placed on an interactive map that could be browsed and zoomed by the users. Adipower - predator RO june 2011
Project was promoted in multiple channels• Online (online banners, inserts in newsletters, facebook messages, facebook app, editorial content on prosport.ro)• Print ads (Prosport, Ziarul Financiar, Protv Magazine, Promotor)• Radio (radio ProFM)• TV spots(tv sport.ro, procinema)• Guerrilla marketing activation (outdoor activities)• In store comunication
Promoting in Online – standard and special banners• Total impressions: 42,025,953• Total clicks: 33,167• Standard formats: 300x600, 160x600, 930x120, 300x250• Special formats: 800x600 (interstitials-between 2 pages ), 560x152 and 460x152 (placed at the end of an article)
Promoting in Online – standard and special banners
Promoting in Online – newsletters inserts• Descopera.ro – 112.738 subscribers x 2 inserts• Promotor.ro – 57.476 subscribers x 3 inserts• Prosport.ro - 21.465 subscribers x 3 inserts• Protvmagazin.ro - 5.859 subscribers x 3 inserts• Go4it.ro – 55.962 subscribers x 3 inserts• Apropo.ro - 47.000 subscribers x 3 inserts ________________ Total: 788.762 emails sent
Promoting in Online – facebook activityFacebook :1. Album castigatori facebook - 66.542 Impressions2. Post – ultima zi de concurs - 56.656 Impressions3. Post – aplicatia fb- 65.149 Impressions and 9846 clicks on the link to the facebook app with the contest4. Post – after the game Real – Getafe – 55.731 Impressions5. Post – dupa Romania – Franta – 61.576 Impressions6. Post – Daca vrei sa-I vezi pe – 54.007 Impressions7. Post – Va invitam la spectacol – 40.221 Impressions8. Album Via Sport – 97.867 Impressions9. Post – Invitatie la Via Sport – 46.975 Impressions10. Post – « Esti gata de aventura… » - 53.233 Impressions11. Tab – Aventura adiPower Predator – 416 impressions12. Aplicatia fb – Aventura adiPower Predator – 27.300 impressions Total : 625.673 impressions pe A total of 5 000 clicks were www.facebook.com/prosport.ro delivered throught facebook ads promoting the contest
Promoting in Online – editorial content on prosport.roArticles on site (prosport.ro).• http://www.prosport.ro/concurs/prosport-si-adidas-te-trimit-la-un-meci-al-lui-real- madrid-pe-santiago-bernabeu-8634896• http://www.prosport.ro/sport-life/special/de-la-via-sport-direct-pe-santiago- bernabeu-8659429• http://www.prosport.ro/concursuri/real-madrid-joaca-pentru-romani-cum-poti- merge-gratis-la-un-meci-pe-bernabeu-8683896• http://www.prosport.ro/sport-life/special/au-mai-ramas-doar-2-zile-din-aventura- adipower-predator-castiga-premiile-ramase-in-joc-si-mergi-pe-santiago-bernabeu- 8778109• It generated also “earned media” from the sites, blogs and Twitter that announced the contest. (according to Mediafax monitoring tool there were 23 references on the web about adidas adipower predator.
Print ads (Prosport, Ziarul Financiar, Protv Magazine,Promotor)ProSport• 27 august – full plage• 29 august – full plage• 30 august – full plage• 31 august – full plage• 14 septembrie – banda 7 x 36,5• 15 septembrie – banda 7 x 36,5• 16 septembrie – banda 7 x 36,5• 17 septembrie – banda 7 x 36,5• 19 septembrie – banda 7 x 36,5Ziarul Financiar• 30 august – 1/2• 31 august – 1/2• 1 septembrie – ½• 2 septembrie – ½ProTV Magazin• 5 septembrie – spread 2 pagProMotor• 5 sept – full page
Radio (radio ProFM) & TV spots(tv sport.ro, procinema)• 20” TV spot• Number of spots: 200 (100/TV station)• Number of GRP: 47.6• Number of equivalents GRP : 31.8• 30” radio spot• Number of spots : 182
Guerrilla marketing activation (outdoor activities)• Outdoor – presenting the adidas adiPower predator within the outdoor event Via Sport (where prosport.ro was a partners 49 photos of users with the adidas shoe were uploaded in the dedicated photo gallery from prosport.ro facebook account. Users got the photos from here and submitted them in our contest webpage
Online – special bonus• Permanent Banner 300x600 in Liga Prosport online game, the biggest football manager game in Romania• Permanent banner 300x250 in Mobilio.ro, a very good platform for mobile appsGenerating 1 000 000 bonus impressions and 4922 clicks.
Results – the web contest• It was created a contact database. There are 534 registered users but only 144 users were validated against the contest rules and were displayed on the website.• Generating 5 729 likes on the photos validated in the system. A good facebook engagement.• 21 000 unique users on the special page that was integrated in prosport.ro
Results – the “mobile “ contest in the stores• 224 persons were in at least one adidas store and “scanned” the adidas shoe. They did that with a special mobile app called Junaio• This is a good result taking in consideration the smartphones adoption rate that is growing fast, but still at the beginning of the development.
Results – the earned traffic on Google search• in the last 12 month the traffic on Google search had 2 peeks. (in march-april, were OBA was launched and in august-sept when the adiPower Predator campaign was implemented OBA launch Predator campaign Adipower - predator RO june 2011