CASE STUDY: Adidas - Hip Hop Skip Dunk

Provided by Hill and Knowlton
Adidas differentiate themselves from other London 2012 sponsors with a viral film seeded ahead of the Olympic milestone.

What was the Challenge / Background of the Campaign?

Adidas wanted to use their sponsored assets to engage their key target demographic in London - 14 to 19 year olds. The campaign helped Adidas to mark one year to go to London 2012 Olympic Games in a way that differentiated them from other sponsors whilst staying true to their brand image.

What was the Campaign Objective?

To engage their key target demographic in London

What was the Solution?

H+K London enlisted the help of Snoop Dogg, Warren G, world champion triple jumper Phillips Idowu and GB Basketball players, to create a hero piece of content that spoke to the adidas demographic about the Olympics, in a relevant and engaging way. A two-minute viral film was seeded ahead of the Olympic milestone, supported through photography, behind the scenes video, media interviews and an extensive social media campaign.

What were the Results?

The video was the most viewed sports video on YouTube on July 27, and the second most watched video on YouTube that same day. It received 160,000 views on the platform in 30 hours and 312,000 views in 7 days. Through utilisation on adidas sports marketing assets on social media the campaign reached over 28million people and traditional PR coverage reached over 260million.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThe campaign reached over 28million people
10 - 15
16 - 24
Both
All
Kids HH
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, LondonAll YearENGAGEMENTBRANDED CONTENT / ONLINE
SPONSORSHIP / SPORT / ATHLETICS
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service
      

Search for Ideas

      
            

Age

            
select
            

Gender

            
select
            

Media Route

            
select
            

Marketing Route

            
select
            Full Search Options       
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service