Adidas focuses on digital for global push of F50i boot.
Adidas.tv to air graphic novel style film featuring Barcelona
star Lionel Messi as part of a global integrated campaign
By Danielle Long
Adidas is set to launch a digitally led
global integrated campaign starring
Barcelona midfielder Lionel The
Spark' Messi to promote its new F50i
football boot oft the back of last
night's Champions League final.
The Every Team Needs campaign,
created by 180 Amsterdam and its
digital arm Riot, rolled out this week.
A film in the style of a graphic novel
launched online via the Adidas
Football site and on You Tube, as well
as on TV during the match.
The film, which features football
legend Zinedine Zidane on a quest to
uncover the secret of Messi's past, is
part of a year-long strategy that will
see Zidane travei the world to find
what makes the greatest players.
The digital campaign will feature
exclusive web films revealing more
elements to the story, as well as
augmented reality content including
3D demonstrations of the F50i boot.
There will also be blogs, updates on
Adidas Football and the continuing
web drama that kicks off with the
Messi film and will continue with
other digital content.
5,561
number of views of the Every
Team Needs The Spark film on
Adidas Football since Z3 May
source: YouTube
LIONEL MESSI of Barcelona is promoting
the F50i football boot for Adidas
The online activity will be
supported by cross-channel activity
including TV, print and retail across
all regions from 6June.
Tara Moss, global head of digital
marketing for Adidas, said, "This
campaign will be the culmination of a
lot of our digital marketing efforts
and a iot of hard work around Adidas
-tv [nma 27 November 2008] and
augmented reality. The digitally led
campaign is very exciting for us.
"We're telling a very exciting story,
which aims to create intrigue about
how Messi has come to be arguably
the best player in the game right now
and how the innovation of the boot
has propelled him to that success."