adidas AG. F50i Mobile Campaign

Mobile campaign for the adidas football boot F50i which extends the print campaign and the TV spot “Every team needs a spark” to the mobile channel.

The aim is to generate contacts and user registrations and increase the sale of the boots through the cooperation with INTERSPORT.

Print, TV and mobile go hand in hand: the user answers the question posed in the adidas/INTERSPORT print campaign “who is the mysterious stranger following Messi?”  by sending an SMS with “Messi” to 77222 and receives a link to the mobile competition.

The solution to the competition is concealed in the TV spot which the user can view on the mobile phone. The Neue Digitale / Razorfish Unit Pocketframes created a mobile landing page in the look and feel of the campaign. This page integrates all mobile content, including contact details. Pocketframes also took over the complete technical development such as messaging, mobile portal development and programming. The creation of the mobile content download interface as well as the integration of the registration interface were also part of the implementation.

The mobile campaign builds on the print and TV communication and leads it stringently further on the mobile channel. Analog media (print campaign) are enhanced with digital channels such as the mobile landing page. The campaign can be experienced directly on the mobile phone – without being rerouted to a microsite. The campaign particularly addresses the young, mobile affine target group and communicates the message “the F50i lights the spark in you” in an appropriate way.