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COUNTRY: MEXICO Sector: RETAILMessenger turnsplaymaker or adidasSupporting its integrated ‘Predator vs F50’ campaign through a Windows LiveMessenger game proved a winning formula for adidas, with the online platform akey player in driving consumer interaction – and registrations for the campaign’sstar-studded ‘Predator vs F50’ contest.Key factsClient:adidas Mexicomedia agency:Teran TBWAtarget audience:15-17-year-oldskey channels:Windows LiveMessenger gameThe Briefl Increase brand awareness and interactionwith adidas’ Predator and F50 product linesl Integrate successfully with adidas’ offlinecampaignl Promote the ‘Predator vs F50’ conteststarring adidas athletesl Persuade the target audience to spendincreased time with the adidas brand.The CampaignA Windows Live Messenger game, designed toreflect the adidas campaign’s central ‘Predatorvs F50’ contest, drove word of mouth andengagement amongst the young targetaudience. Besides inviting their Windows LiveMessenger contacts to challenge them online,
Click here to see the creativefootball fans could download Windows LiveMessenger themes starring adidas-sponsoredplayers.Key ResultsThe Messenger game proved one of the adidascampaign’s star performers:● Over 620,000 games were played in two months● More than 155,000 Windows Live Messengerusers took part● The Adidas contest page received more than100,000 visits in a single month● Over 500,000 theme“Adidas seeks a personalrelationship with its targetaudience, getting them involvedwith the brand, bringing themtogether, and helping them withtools to achieve their goals. Thesetools are the products that, thanksto their technology and design,make it real fun when the playersinteract.”CARLOS MAZA, Director of Marketing, adidas
Page 1 and 2: You dream it. We deliver it.Welcome
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Page 21 and 22: 2RETAILToday’s retailers continue
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Page 67 and 68: The ResultsMultiple platforms deliv
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COUNTRY: JAPAN Sector: TRAVELHong K
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COUNTRY: JAPAN Sector: TRAVELInstan
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COUNTRY: SWEDEN Sector: TRAVELSlimm
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