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Mobile Marketing Case Study – Adidas “Yella” (12 Snap)<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Brand:            Adidas

Campaign:      Yella

Goals:

Ever had an entire football stadium applaud you?

With adidas: Impossible is nothing. 

Just press a button during your next phone call, and thousands will cheer on demand to support your wise comment.

Develop a “word of mouth” campaign in the teen segment - unique, effective, and efficient attention getting. Use Club Nokia Germany consumers as the target audience.

Solution:

A completely new software for mobile phones was developed, with which the customer can guide a virtual football crowd while on a phone call. Once the software is downloaded to the phone by sending 1 simple SMS message, then with a touch of one of the phone buttons during the call, he could let them applaud, scream “boo!”, sing etc.. Didn´t you always want to let ten thousands boo out a friend if she doesn´t want to go out with you? ;-). The sound crowd was integrated so smoothly into the call that the recipient could tell the difference.  That´s real “talk-about value”...

Results:

This was literally “word of mouth”: The campaign response rate was more than 5%, which was a huge success in direct marketing for adidas and Club Nokia Germany. The software spread out to a much larger crowd beyond the initial one (viral!), because the crowd kept talking about it – literally, while on the phone. The mobile phone and the Yella turned consumer into “adidas promoters”.  The idea of adding sound effects to your call on your mobile phone afterwards also became a highly successful, worldwide commercial product, that consumers would pay more than US$3 for.

About 12 Snap

12snap is an award-winning advertising agency focused on mobile channels. Providing campaign realization and delivery, we develop innovative and effective marketing and CRM programs for top global companies including McDonald’s, Procter & Gamble, Coca-Cola, Budweiser, L’Oréal and Disney. Our campaigns are inspired by one-to-one engagement with mass-market consumers, made possible by the phenomenal growth in ownership and market penetration of mobile handsets.  See www.12snap.com