Adidas Unveils New Uefa Activity
Adidas is running a experiential marketing campaign to drive awareness of its partnership with the UEFA Champions League and extending its ‘ultimate stage’ UEFA platform.
The activity, which kicks off in early September and runs for five weeks, has been created to promote adidas’s role as official match ball supplier to the UEFA Champions League by ‘heroing’ the ball itself in a way which will create impact and local interest while driving sales of the Finale Ball, and adiPure, Predator and F50i boots.
Closer, the experiential marketing arm of Billington Cartmell, has been appointed to run the campaign which features a competition to give nine young British football fans the chance to ‘win a place on the ultimate stage’ by becoming the Official Ball Carriers at nine of the UEFA Cup home games.
The main thrust of the activity is a huge football-shaped inflatable structure which looks like a stadium inside. The structure will be positioned in or near key sports stores throughout the country, inviting 10-14 year olds to enter the ‘ball’ and prove they are worthy of being an Official Ball Carrier by performing three football skills.
Once they have performed their skills and supplied their details (including which football team they support), the young football fans will be entered into draws for the respective matches. One winner per match will be selected to collect the ball from adidas, travel with it to the stadium and then bring it to the middle of the playing field.
Brand ambassadors at the various events will involve other age groups by handing out flyers which, when presented inside adidas stores, could win their holders match tickets or boots signed by adidas and Manchester City player Emmanuel Adebayor.
Furthermore, to extend the life of the campaign, Closer will film the kids’ performances (providing their parents give consent) and put the clips (each with a unique reference number) on Youtube, so that the young fans can view their clips and pass them on to friends.
