Adidas Teamgeist « North Kingdom

Case Study / Adidas Teamgeist

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Adidas Teamgeist

In Spring 2009, adidas Germany contacted us for the upcoming launch of the new German fed kit. As a kick-off for the 2010 World Cup activities, they wanted to create a digital centerpiece that established adidas as the leading football brand – as well as create buzz around the launch of the new national team jersey.

OUR ROLE

We worked directly with adidas Germany, and lead the entire campaign. We developed the strategy, concept and execution. As we usually do, we turned to our friends to help us out with this gigantic project.

CHALLENGE

Rather than develop a hard selling campaign for the new jersey, we wanted to create an engaging and immersive experience where the new jersey became a symbol for something greater than just a national team. Our ambition was to establish the adidas national team jersey as a symbol for everything that football stands for; passion, emotions, belonging, expectations and history. Integrating our ideas seamlessly into the global theme/campaign developed by 180 was also a great challenge and was identified as a key to success.

SOLUTION

We created a broad digital platform with a centerpiece in the form of a unique game experience. It takes place in a fantasy world where the user has to go back in time to save the German national team from losing their identity by finding the lost design elements of the new jersey. The platform also consisted of an augmented reality graphic novel, rich media banner campaign, a blog, viral films, Facebook fan page and a Facebook application – ”Be a part of the team”, where the users could see themselves in the new jersey.

TARGET GROUP

Primary group: Football crazy kids 14- 20 Secondary group: Football fans in general

PARTNERS

Direktörn & Fabrikörn, Dreamfield, Artopod, Thomson Interactive, Dinahmoe, ILP, Fido, More Media, Open, Blackbelt Monkey, Neuland & Herscher

HIGHLIGHTS

500 000 visits in first three weeks FWA Site of the day FWA Site of the month (December 2009) 2nd place in FWA Site of the Year 2009 One Show Interactive, Branded Games – Silver

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