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Media-driven campaign by Adidas vs creative-driven campaign by Nike... Not sure who is the winner here but both clearly had their weaknesses (lack of story vs lack of RT relevance).
Proves again that the optimal solutions seems to be in the middle where media and creative work closely together...
Great article, Nicola! It seems as though Adidas really took a more personal approach throughout this entire campaign. They understood that their brand was already recognizable, so they focused on engaging the audience and perpetuating that engagement with the audience. Sometimes, the events of the World Cup trumped the brand's own agenda, but Adidas was right there celebrating with the rest of the world, while remaining relevant. There's definitely something for all of us to take away from Adidas' success, at least we will at www.prosemedia.com
Great article and think Adidas and Nike are setting the standards for content marketing. It isn't about selling your products anymore it is about engaging with your audience. Once you have them engaged they will keep coming back for more as they enjoy the parasocial interaction. Will be interesting to see what the final numbers are in a financial sense as only then can you declare a true winner.
Name of the song, if you may. Thank you.