1

The Brand In The HandMobile Marketing at Adidas

2Introduction To Case

Welcome to Global Media Group

Nick Drake and his views

Uli Becker in a fix !!

The charismatic Missy Elliott

3

Company Background

Adolf Dassler & launch of Adidas

1974….moving notches higher

1998….entry in US market

‘Impossible is Nothing’

4

Competition with Nike Nike…..the global leader

Micheal Jordan & the AirJordan

34% market share in European Soccer market

Rich Prenderville reacts

5Breaking Through The Clutter A shift from traditional path

The age of video recorders & popup blocks

…and came the 2002 Soccer World Cup

6

The Role Of Digital Media

Target Market & shift from the traditional media

‘Laila Ali’- a video pulling more than 22 seconds viewing

SMS advertising & the ‘opt-in’ policy PMGs

7

The Brand In The Hand Arrival of 2.5G & 3G technologies

Global Brands v/s Regional Preferences

Partnership with MTV

Viral Marketing

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Moving Beyond Text Messages Ringtones & Wallpaper

‘Colors' 600000 downloads virtual ‘adidas world’

Video Games Targeting the youth Game= Sales promotion

9The Road To Lisbon

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R2L Mobile Marketing R2L Campaign

Replica of Euro 2004 jerseys

Impact, Involvement & Activation

Match Centre

Testing ground for mobile marketing

11

Urban Cool Basketball

Using the R2L tools Bandwidth limitation add-ons, games, ringtones

Hip-Hop Music ‘Urban centers of cool’ Run DMC Hip-Hop cultural

phenomenon 2003

12

The M.E. Campaign The 5 time Grammy nominee @ Missy Elliot Adidas-branded clothing & footwear

sneakers, boots, etc

Promotion- mobile online face-to-face

‘Break the Cycle’ charity

Celebrity Branding Caller of the week Contest for a vacation

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Conclusion Constant changes in marketing strategies and

mediums

Catch hold of the people’s nerve

Have a specific target market

14

Thank You !!