2009 Ex Award Winners: Best Activation Of A Sports Sponsorship
From the June 2009 Issue
+ Featured in Ex Awards
- 2009 Ex Award Winner: Best Multicultural Event Campaign
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Ex Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Gold Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Silver Award
- 2009 Ex Award Winners: Best Activation Of A Sports Sponsorship
Gold Award
CAMPAIGN: Play Better
CLIENT: adidas
AGENCY: Smartfusion
Anything Disney has to be fun. On that note in December and early January adidas activated its sponsorship of the Disney Soccer Showcase with two family-friendly interactive experiences: the Goal Celebration and Boot Checkout.
At the Goal Celebration amateur players engaged in challenges on a branded stage to win adidas prizes and Major League Soccer tickets (adidas is an MLS sponsor). The performances were recorded and saved on a branded memory stick and awarded to one team member to encourage sharing on social networking websites. On Jan. 30 the video with the most visitors won an adidas prize package.
In the Boot Checkout area participants trying out the product were given branded passports explaining the technical aspects of the footwear and received coupons to use at checkout. To entertain attendees and drive traffic to its footprint adidas peppered soccer jugglers throughout the event.
A total of 1 255 players participated in the activities. There were more than 87 000 video views on YouTube and participants’ purchase consideration for adidas products increased by 25 percent.
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