adidas. Preparing the Social Push for NBA All–Star Weekend.
Februar 5th, 2010 • Brands, Experimental, Social
For about three years I worked on various adidas accounts here at my employer, Neue Digitale / Razorfish. That’s why I’m pretty interested to watch what the brand is up to when it comes to new digital (mainly social) concepts. In fact, the days of big digital presentations are over are getting reinterpreted at adidas HQ, Amsterdam.
On NBA’s All-Star Weekend Orlando Magic Center Dwight Howard takes the lead in a push by 180/TBWA Riot and adidas to socialize….umm…..big shiny ad productions. They will air a 30-second spot starring the basketball god which unlocks more Howard-related content the more it is shared. Additionally it will be intertwined with the website and a Youtube channel.
In fact, that’s pretty interesting to watch. adidas never was a brand to engage in a credible low-scale conversation (no twitter adidas sneaker repair service for you, my dear). The brand simply perceived itself as too iconic for that. What 180/Riot did/try to do is to socialize existing Hollywood-style ad productions. And to avoid engaging in the usual itsy bits low level social conversations of our time. I am looking forward to seeing the results. It’s advertising minus vouchers plus social. And that’s pretty uncommon.
Good luck, 180/Riot/adidas. I hope it works out (via adage)
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