1
The Brand In The HandMobile Marketing at Adidas
2Introduction To Case
Welcome to Global Media Group
Nick Drake and his views
Uli Becker in a fix !!
The charismatic Missy Elliott
3
Company Background
Adolf Dassler & launch of Adidas
1974….moving notches higher
1998….entry in US market
‘Impossible is Nothing’
4
Competition with Nike Nike…..the global leader
Micheal Jordan & the AirJordan
34% market share in European Soccer market
Rich Prenderville reacts
5Breaking Through The Clutter A shift from traditional path
The age of video recorders & popup blocks
…and came the 2002 Soccer World Cup
6
The Role Of Digital Media
Target Market & shift from the traditional media
‘Laila Ali’- a video pulling more than 22 seconds viewing
SMS advertising & the ‘opt-in’ policy PMGs
7
The Brand In The Hand Arrival of 2.5G & 3G technologies
Global Brands v/s Regional Preferences
Partnership with MTV
Viral Marketing
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Moving Beyond Text Messages Ringtones & Wallpaper
‘Colors' 600000 downloads virtual ‘adidas world’
Video Games Targeting the youth Game= Sales promotion
9The Road To Lisbon
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R2L Mobile Marketing R2L Campaign
Replica of Euro 2004 jerseys
Impact, Involvement & Activation
Match Centre
Testing ground for mobile marketing
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Urban Cool Basketball
Using the R2L tools Bandwidth limitation add-ons, games, ringtones
Hip-Hop Music ‘Urban centers of cool’ Run DMC Hip-Hop cultural
phenomenon 2003
12
The M.E. Campaign The 5 time Grammy nominee @ Missy Elliot Adidas-branded clothing & footwear
sneakers, boots, etc
Promotion- mobile online face-to-face
‘Break the Cycle’ charity
Celebrity Branding Caller of the week Contest for a vacation
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Conclusion Constant changes in marketing strategies and
mediums
Catch hold of the people’s nerve
Have a specific target market
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Thank You !!