New Delhi: adidas and Cheil WW India came together to bring a unique digital creative campaign in conjunction with the football fever. The Verbal Striker made waves on Twitter from the account @TrendInFootball.
Conceptualised by Cheil, the first of its kind digital campaign for adidas was all about @TrendInFootball, a pseudo Twitter handle, that gave real time commentary for most of the important matches and became one of the most sought after handles among the football fans.
The Twitter handle https://twitter.com/TrendinFootball that went active from 14th June garnered over 11000 fans creating over 2.8 Million impressions by 15th July 2018. An entertaining experience by The Verbal Striker increased the average user engagement to 7.8% as compared to the industry standard of 3-3.5%. From GIFs, memes, jokes to everything about Football, the content caught attention among fans during the World Cup and had the tweetarati re-tweeting!
Speaking about the campaign, Sean Van Wyk, Sr. Marketing Director, adidas India said, “A sublime pass, a clinical finish, a brilliant save or a pin point free kick, a game of Football can change in a matter of moments. We identified Twitter as the medium where all real time conversations happen and ensured there is enough sharable content available for our consumers around the key moments.”
“At Cheil we believe in using our understanding of the ever changing digital landscape to craft disruptive ideas for our clients and help them stand out in the clutter. The world-cup was once in a lifetime occasion and we wanted to maximize it for adidas. We are very proud of the cutting edge work we produced for adidas and want this partnership to grow from strength to strength.” Added, Sanjeev Jasani, Chief Digital Officer, Cheil WW India.
This was not it! During the FIFA World Cup, adidas got fans to do more than just talk and watch the game. It actually made people play the game by creating ‘games around the game’. Beyond the Twitter campaign, it also included an interactive digital billboard that allowed football enthusiasts to digitally connect their phones with the billboard and play the game. It engaged over 487 players and 270 unique players in just 9 hours of the installation. A Snapchat – Head to Pass filter was created where people could pass the ball and share it on their social handles. It got more than 65000 shares. Beyond this a unique feature was driven on Facebook – Facebook frames where the fans could put their game face on.
