Adidas 2007 NBA All-Star Mobile Campaign by Neighborhood America

Date:  February 14-18, 2007

This case study is delivered in video format and available for viewing at http://www.movomobile.com

Company:  Neighborhood America (http://www.neighborhoodamerica.com)

Client:  Adidas via Isobar Americas

Background: 
In April 2006, Adidas and the National Basketball Association signed an 11-year global merchandising partnership making the Adidas brand the official uniform and apparel provider of the NBA.  With an estimated 500,000 people visiting <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Las Vegas for the 2007 NBA All-Star Week, Adidas enlisted global digital marketing firm Isobar Americas to create an “All-Star Mobile Experience.”  Isobar Americas turned to Neighborhood America’s MOVO mobile solution to reach out to consumers on the move and engage them in Adidas brand-centered dialogue via Web and/or mobile.

Goals:<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

·          Connect consumers to the Adidas brand by providing them the opportunity to keep up-to-date on everything Adidas has going on throughout Vegas – Adidas Sport Performance Store events, athlete appearances, limited edition shoe releases and many other special announcements – while they are on the move.

·          Create a buzz around the Adidas brand.

·          Drive traffic and increase revenue at the Adidas Sport Performance Store on the Vegas strip.

·          Build a mobile community of brand enthusiasts that Adidas can easily re-engage to participate in future campaigns.

Solution:

·          Adidas unveiled a unique multi-million dollar advertising campaign aimed at connecting mobile users to its brand.  The company integrated a mobile call to action into all of its advertising, including larger-than-life wallscapes on Vegas monuments, Adidas-appareled landmarks, airport banners, taxicab tops, adidas custom trucks, and hotel billboards.

·          The mobile call to action invited consumer to text “Vegas” to Adidas (234327). Because the mobile solution is delivered through a ‘Software as a Service’ model, Isobar had the ability to immediately monitor and analyze opt-ins and user participation behaviors via a simple Web interface.  This unique feature enables companies to make real-time adjustments to marketing campaigns to maximize returns.

·          As consumers opted in, they gained access to the mobile WAP site, which is also part of Neighborhood America’s comprehensive solution. Designed specifically for mobile browsers, the WAP site featured in-store exclusives, information about must-see events, all-star products, and downloadable content such as videos, music tracks and ringtones.

Result:
The phenomenal results of the mobile call to action were immediately measurable.  Adidas built a social network of mobile subscribers throughout the week, and effectively leveraged this community to generate revenue.  For example, within 20 minutes of distributing a mobile alert to this community, a flash mob appearance of consumers flooded the Adidas Sport Performance Store to snatch up two limited-edition shoe lines – commemorating the East vs. West match-up.  

During the 5-day event, revenue generated from the Store skyrocketed twenty times above average sales receipts recorded in a given day.

This mobile campaign doesn’t necessarily have to stop when the NBA All-Star Week comes to an end.  Adidas can re-engage its social network of customers to promote new communities, and capture real-time ideas and content that serves to enhance product offerings – keeping Adidas in the forefront of a competitive marketplace.

Check out the video case study at www.movomobile.com.