Iris Case Studies Force of Black: Leveraging IoT for Sports Marketing and Advertising

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	Force of Black: Leveraging IoT for Sports Marketing and Advertising Iris

Force of Black: Leveraging IoT for Sports Marketing and Advertising

Iris

Technology Category	Sensors - Haptic Sensors
Applicable Functions	Sales & Marketing
Challenge	Adidas, a global leader in sports apparel, faced the challenge of demonstrating the significance of the All Blacks jersey, a symbol of fear in international rugby and pride for New Zealand. The jersey is one of the most recognizable brands in sports, and Adidas wanted to encapsulate the legacy, culture, and dominance it represents. The challenge was to create an engaging and interactive experience that would resonate with fans and further strengthen the brand's association with the All Blacks. Read More
About Customer	The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe and the second largest in the world. The company has a long-standing partnership with the All Blacks, New Zealand's national rugby team, and is known for its innovative marketing campaigns that engage fans and promote its brand. Read More
Solution	Adidas developed the #ForceOfBlack campaign as an embodiment of the legacy, culture, and unrelenting dominance the All Blacks jersey represents. As part of the experiential marketing strategy, fans were challenged to face the 'Force Of Black' on a roaring 'Travelator' inside a full-speed wind tunnel. This interactive experience was designed to engage fans and test their mettle, mirroring the intensity and pressure the All Blacks face on the rugby field. In the lead up to the Rugby World Cup, the All Blacks made history by winning 14 consecutive matches. To celebrate this feat, Adidas changed the URL to wwwwwwwwwwwwww.allblacks.com, with each 'w' signifying an All Blacks win. Read More Log in to view content
Contents

Technology Category

Sensors - Haptic Sensors

Applicable Functions

Sales & Marketing

Challenge

Adidas, a global leader in sports apparel, faced the challenge of demonstrating the significance of the All Blacks jersey, a symbol of fear in international rugby and pride for New Zealand. The jersey is one of the most recognizable brands in sports, and Adidas wanted to encapsulate the legacy, culture, and dominance it represents. The challenge was to create an engaging and interactive experience that would resonate with fans and further strengthen the brand's association with the All Blacks.

About Customer

The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe and the second largest in the world. The company has a long-standing partnership with the All Blacks, New Zealand's national rugby team, and is known for its innovative marketing campaigns that engage fans and promote its brand.

Solution

Adidas developed the #ForceOfBlack campaign as an embodiment of the legacy, culture, and unrelenting dominance the All Blacks jersey represents. As part of the experiential marketing strategy, fans were challenged to face the 'Force Of Black' on a roaring 'Travelator' inside a full-speed wind tunnel. This interactive experience was designed to engage fans and test their mettle, mirroring the intensity and pressure the All Blacks face on the rugby field. In the lead up to the Rugby World Cup, the All Blacks made history by winning 14 consecutive matches. To celebrate this feat, Adidas changed the URL to wwwwwwwwwwwwww.allblacks.com, with each 'w' signifying an All Blacks win.

Impact #1	The #ForceOfBlack campaign was a resounding success, generating significant engagement and visibility for Adidas and the All Blacks. The interactive 'Travelator' experience and the unique URL change to celebrate the All Blacks' winning streak created a buzz among fans and the wider public. The campaign not only reinforced the All Blacks' dominance in international rugby but also strengthened Adidas' association with the team. The significant increase in video views and social media reach demonstrates the campaign's wide appeal and effectiveness in engaging with fans. The addition of over 14,000 new social media fans indicates the campaign's success in expanding the brand's audience.

Impact #1

The #ForceOfBlack campaign was a resounding success, generating significant engagement and visibility for Adidas and the All Blacks. The interactive 'Travelator' experience and the unique URL change to celebrate the All Blacks' winning streak created a buzz among fans and the wider public. The campaign not only reinforced the All Blacks' dominance in international rugby but also strengthened Adidas' association with the team. The significant increase in video views and social media reach demonstrates the campaign's wide appeal and effectiveness in engaging with fans. The addition of over 14,000 new social media fans indicates the campaign's success in expanding the brand's audience.

Benefit #1	Over 3 million video views
Benefit #2	Social media reach of over 9 million
Benefit #3	Gained 14,000+ new social media fans

Benefit #1

Over 3 million video views

Benefit #2

Social media reach of over 9 million

Benefit #3

Gained 14,000+ new social media fans

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Overview

Force of Black: Leveraging IoT for Sports Marketing and Advertising

Operational Impact

Quantitative Benefit