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To celebrate the 60th anniversary of the brand, adidas sought a way to distribute content and messaging related to its celebrity endorsed clothing and footwear collections. It needed a social platform where young males could engage with the campaign providing lift in brand connection, affinity, and a depth of understanding of the brand. In this campaign, adidas looked for channels to connect with the target through a more immersive entertainment experience. Advertising on Xbox was a perfect fit. As the largest social network on TV, Xbox LIVE provided adidas with a platform where users could interact with and share branded content. The company partnered with Xbox LIVE to create a microsite where users could download videos, themes and gamer pics.
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