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 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:

· 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.



Lisa Nannini