Adidas & Messi Launch World Cup Platform
adidas has launched a new online gaming platform that gives players the chance to win a trip to the 2014 FIFA World Cup in Brazil, harnessing social media to improve brand ambassador Leo Messi’s online performance and therefore boosting the chance of victory.
The more Messi is talked about online, the faster the game becomes and the more chance competing players will have of winning the trip to Brazil.
The game is located on www.adidas.com/fastorfail and is strongly tied to Leo’s new adizeroTM f50 Messi boots, which he debuted in a goal-scoring UEFA Champions League appearance in February.
The online game, available on desktop and mobile, puts players in the shoes of Leo Messi, where they must beat opposition defenders in order to progress.
Those who complete the journey and get all the way to Brazil are automatically eligible to win two tickets to the first Argentina game of the 2014 FIFA World Cup Brazil in Rio de Janeiro. The trip also includes travel and accommodation in Rio de Janeiro.
According to adidas, the higher the buzz in social networks around Leo Messi the faster the game becomes – as ‘the action ramps up a level and the music, the effects, the colours, the speed and the experience step up a notch’.
Players will be able to monitor the social buzz by accessing an in-game social crowd-buzz meter which will let users know in real-time how much is Messi being talked about online.
If players fail to make it to Brazil on their first attempt they will have the chance to start from the point in which they left off – at the end of each play they will be prompted to join Team Messi – a global fan movement founded by adidas to celebrate everything Messi.
