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Adidas Gains Traction Through Mobile Marketing Campaign

ningcontent Avatarningcontent
January 27, 2011


We’ve been selling mobile marketing ad campaigns for several years now, primarily cell phone text messaging campaigns to our database of 10 million college students, recent graduates, and alumni who have asked to receive such messages via email, text messages, or both. I’ve been astounded and pleased by the incredible growth of this industry and love seeing success stories for prominent brands. The latest is a mobile ad campaign for Adidas.
Adidas recently deployed a mobile advertising campaign to promote its Originals collection of vintage clothing, retro shoes, and urban wear. They blend designs from the 1970’s and 1980’s with contemporary sports styles.

Adidas ran on the AdMob network a series of graphical banner ads and text links ads targeted to college students. The ad appeared in AdMob’s Downloads and Communities Channels across select sites in its network, including the mobile web sites for MovieTickets.com and CBS Sports. The banner and text link ads drove traffic to the mobile Web site for Adidas Originals.
“Adidas’ overall goal for the campaign was to build brand awareness and develop the brand associations of originality and self expression with the Adidas Superstar brand,” Nicole Leverich, director of corporate communications for AdMob, told Mobile Marketer. “In addition, they wanted to drive traffic to their mobile site and had specific goals for activity on the site: to drive video views and ringtone and wallpaper downloads,” she said.
The campaign drove more than 290,000 visitors to the Adidas Originals mobile site, about 850,000 page views, more than 100,000 ringtones, and more than 10,000 ringtones were sent to friends in the successful viral marketing component to the campaign. That’s all nice, but Adidas isn’t in the business of driving visitors to its mobile web site or getting people to download its ringtones. It is in the business of selling sportswear. So did the campaign help them accomplish this business objective. Definitely.
Adidas ran a brand study to measure the impact of the campaign’s key brand metrics. Amongst the students who went to the Adidas mobile site, there was a significant increase in recommendation intent by more than 19 percent and an increase in message association of more than 34 percent.

Originally posted by Steven Rothberg

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