Adidas to
Maximise Real-Time Marketing Opportunities
Two weeks ago Adidas UK reported it is looking to bring more
immediacy to its online conversations with fans after assembling a creative team
dedicated to responding quickly to news events
Adidas
is taking insights from its London 2012 Games sponsorship to react quicker to
news events.
The sports brands ‘moments of celebration and acknowledgment’
strategy aims to accelerate a shift to real-time marketing to react within
minutes of key sporting moments! All decisions will be made in real-time during
the events with marketers, artists and agency members all working together to
create tactical campaigns around sports fans’ conversations.
Adidas is hoping the combination of speed and cultural
relevance can propel its social media messages to the forefront of online
conversations being compelling and shareable content. The sportswear maker has been
planning for this shift for the last two years. The strategy builds on
Adidas’ reactive approach around the London 2012 Games, which saw it make last
minute changes to tactical ads in response to Team Great Britain’s achievements
throughout the event. It helped lift perception of the Adidas brand at the
time. Adidas emerged the clear winner among official sponsors of the Games, according
to YouGov BrandIndex data, with its sponsorship activity leading to a spike in
positive sentiment about the sports brand.
It comes as the company promised a major drive in product
innovations to spur sales for the rest of 2013 after revealing a 2 per cent
drop year-on-year drop in first-quarter sales on 3 May 2013.
Adidas, one cool brand leading the journey in Social Media
today and tomorrow leveraging off technology and all the channels in combination
with traditional marketing. Adidas, embracing the new world of connected consumerism
and placing greater emphasis on Twitter for deeper integration of brand
awareness!
