Description
Mobile Marketing at Adidas starts of with answering a question on why to adopt mobile marketing. It then highlights a few innovative advertising campaigns undertaken by the company.It also describes the Adidas Media campaigns. It then takes the example of basketball to explain the strategies of Adidas. It then finally describes the Hip Hop Respect - ME campaign and the objectives of this campaign.
The Brand in Hand: Mobile Marketing at Adidas
Why Mobile Marketing?
• Mobile as a new Media- Third Screen • To break free from advertising clutter of traditional media • Consumer turning hostile- pop up blockerschannel hopping • Challenge: +ve brand experience without intrusion
Innovative Advertising by Adidas
• Advertising & promotion: Nike $ 1.4 billion, Adidas $900 million – effective & focused • Grab Attention – meaningful and memorable advertising- create a buzz
Digital Media at Adidas
• • • • • • • Add on to conventional media Target segment – 12-24 year olds 15-25% of marketing budget for new media “Take Over” of Popular websites “Impossible is Nothing Campaign” on Yahoo 5 million downloads Yahoo ? finishline.com (Online retail)
Interactive Marketing
Intuitive Marketing: • Understand what customers want • When they want • How they want - Achieved by collecting data Customers Opts in instead of intrusion
Personal Mobile Gateway
• Allows users to manage personal data • PMG allows news , music, games and applications on cell phone • Adidas provided: 1. Free content– Wall Papers 2. Cost plus– small fee– ringtones 3. Fee based– Interview of Celebrity Customers pays for marketing??? • Nike charges for all content
Drivers for Brand in Hand
• 3G cellular – transfer speeds of 2mbps • Browse web, watch movie clips, download music, play games • 3G – 2.5G more prevalent in Japan and Europe • 28% mobiles in Europe had 3G/2.5G • Customers upgrading to 3G • Mobile is a Direct Marketing tool
Coca Cola Flaschenpost
• Message in a Bottle • Codes used to download free mobile content
– More than 6 million downloads
Just Sports to Urban Cool
• • • • Difference in preference across regions Integrate Adidas and MTV programming Video Games, Basket Ball Hip Hop, Respect Missy Elliot Campaign
Get the consumer hooked– then rely on Viral Marketing
Video Games
• • • • In thing among 12-24 year olds Arcade style soccer game applet Downloaded at a fee of Euro 1.99 Brand Experience through gaming– Virtual equivalents of shoes used to enhance performance • Could exchange score to make it more involving
Road to Lisbon
• Union of European Football Association- once in 4 years 16 national teams-- in 2004- Portugal • R2L – 13 of Europe's greatest soccer stars on scooters to Lisbon • Mobile Marketing used to complement R2L • Euro 2004 interactive ticker applet • Euro 5 per download– third party scores provider • Tracking site failed halfway- 63000 subscriber • Lack of focus on target segment?? (football geeks)
Adidas Media Campaigns
• Impact – relevant to target audience • Involvement – personal relevance & interactivity • Activation – purchase of Adidas products
BasketBall
• A Nike Strong hold • Mobile Java ticker for scores • Adidas branded Mobile phones Challenge: tie-up with cellular phone manufacturer and develop appealing add content
Hip Hop-Respect M.E.
• Missy Elliot– Best selling female hip hop artist • Adidas branded clothing and footwear to tap spending power of $ 1 trillion • Limited budget. Hence used 1. Online 2. Mobile 3. Face to face events at music awards in Miami
Objectives of Respect M.E campaign
• • • • Show Product Line Created Demand and drive traffic to retail outlets Help Locate products Grow Existing database of Missy fans and capture SMS data • Alert about M.E press updates and appearances • Download exclusive Respect M.E mobile content
Respect M.E. Campaign
• Monophonic , polyphonic ringtone, voicetone • Content priced at $1.99. Profits donated to charity • Customer enters personal data– Data Capture • Site allows to browse the collection, signup for alerts etc • Exclusive track for Adidas by M.E.
Conclusion
• Mobile Marketing as an alternative and also in conjunction with traditional media • Non Intrusion is the key • Age group 12-24, going online • Direct Marketing tool • At times consumer pays for Marketing • Aids Viral Marketing – MMS, word of mouth
THANKYOU
doc_903593209.pptx
Mobile Marketing at Adidas starts of with answering a question on why to adopt mobile marketing. It then highlights a few innovative advertising campaigns undertaken by the company.It also describes the Adidas Media campaigns. It then takes the example of basketball to explain the strategies of Adidas. It then finally describes the Hip Hop Respect - ME campaign and the objectives of this campaign.
The Brand in Hand: Mobile Marketing at Adidas
Why Mobile Marketing?
• Mobile as a new Media- Third Screen • To break free from advertising clutter of traditional media • Consumer turning hostile- pop up blockerschannel hopping • Challenge: +ve brand experience without intrusion
Innovative Advertising by Adidas
• Advertising & promotion: Nike $ 1.4 billion, Adidas $900 million – effective & focused • Grab Attention – meaningful and memorable advertising- create a buzz
Digital Media at Adidas
• • • • • • • Add on to conventional media Target segment – 12-24 year olds 15-25% of marketing budget for new media “Take Over” of Popular websites “Impossible is Nothing Campaign” on Yahoo 5 million downloads Yahoo ? finishline.com (Online retail)
Interactive Marketing
Intuitive Marketing: • Understand what customers want • When they want • How they want - Achieved by collecting data Customers Opts in instead of intrusion
Personal Mobile Gateway
• Allows users to manage personal data • PMG allows news , music, games and applications on cell phone • Adidas provided: 1. Free content– Wall Papers 2. Cost plus– small fee– ringtones 3. Fee based– Interview of Celebrity Customers pays for marketing??? • Nike charges for all content
Drivers for Brand in Hand
• 3G cellular – transfer speeds of 2mbps • Browse web, watch movie clips, download music, play games • 3G – 2.5G more prevalent in Japan and Europe • 28% mobiles in Europe had 3G/2.5G • Customers upgrading to 3G • Mobile is a Direct Marketing tool
Coca Cola Flaschenpost
• Message in a Bottle • Codes used to download free mobile content
– More than 6 million downloads
Just Sports to Urban Cool
• • • • Difference in preference across regions Integrate Adidas and MTV programming Video Games, Basket Ball Hip Hop, Respect Missy Elliot Campaign
Get the consumer hooked– then rely on Viral Marketing
Video Games
• • • • In thing among 12-24 year olds Arcade style soccer game applet Downloaded at a fee of Euro 1.99 Brand Experience through gaming– Virtual equivalents of shoes used to enhance performance • Could exchange score to make it more involving
Road to Lisbon
• Union of European Football Association- once in 4 years 16 national teams-- in 2004- Portugal • R2L – 13 of Europe's greatest soccer stars on scooters to Lisbon • Mobile Marketing used to complement R2L • Euro 2004 interactive ticker applet • Euro 5 per download– third party scores provider • Tracking site failed halfway- 63000 subscriber • Lack of focus on target segment?? (football geeks)
Adidas Media Campaigns
• Impact – relevant to target audience • Involvement – personal relevance & interactivity • Activation – purchase of Adidas products
BasketBall
• A Nike Strong hold • Mobile Java ticker for scores • Adidas branded Mobile phones Challenge: tie-up with cellular phone manufacturer and develop appealing add content
Hip Hop-Respect M.E.
• Missy Elliot– Best selling female hip hop artist • Adidas branded clothing and footwear to tap spending power of $ 1 trillion • Limited budget. Hence used 1. Online 2. Mobile 3. Face to face events at music awards in Miami
Objectives of Respect M.E campaign
• • • • Show Product Line Created Demand and drive traffic to retail outlets Help Locate products Grow Existing database of Missy fans and capture SMS data • Alert about M.E press updates and appearances • Download exclusive Respect M.E mobile content
Respect M.E. Campaign
• Monophonic , polyphonic ringtone, voicetone • Content priced at $1.99. Profits donated to charity • Customer enters personal data– Data Capture • Site allows to browse the collection, signup for alerts etc • Exclusive track for Adidas by M.E.
Conclusion
• Mobile Marketing as an alternative and also in conjunction with traditional media • Non Intrusion is the key • Age group 12-24, going online • Direct Marketing tool • At times consumer pays for Marketing • Aids Viral Marketing – MMS, word of mouth
THANKYOU
doc_903593209.pptx