One lucky U.S. high school team will soon be equipped with new pairs of Adidas football cleats, thanks to the power of the hashtag.
In a campaign that launched two weeks ago, Adidas announced it will reward one of 16 high school teams chosen nationwide with new shoes. The campaign, which runs like a March Madness bracket, asks high school football players across the U.S. to vote for the most cleat-worthy of 16 schools over Twitter and Facebook. As such, Adidas is counting on kids to do their marketing for them: Friends will nominate friends from other high schools to spread the word organically, and the spirit of competitiveness will inspire others to vote against their rivals.
“What we know is that if we provide them something they’re interested in, they’ll become PR machines in their local areas,” said Jeremy Darlow, Adidas’ senior brand and digital marketing manager. “By giving them the nugget that they want — every kid wants their team to have their best gear — it expands from there. They spread the word to the degree that they can never do.”
So far so good: Eight high school teams remain out of the original 16, and there are two weeks left to vote for a winner.
In order to ensure high school football players were the only ones voting, Adidas uses a mobile-oriented click-to-buy platform, Chirpify, which sends out automatic responses to high schoolers that have voted with both the #adidaszero and #vote hashtag. The #vote hashtag works like a beacon to signal Chirpify to send out a response to the high schooler voters.
Once they receive the response, the high schoolers are then prompted to sync their Facebook profiles and provide data about themselves in order for their vote to count, including age, name, email and team they’re voting for.
“The opportunity came up because we wanted to make sure we were targeting high school football players,” said Darlow. “It’s a niche audience, and the promotion is only to kids who play football in high school. If we’d said, ‘Enter here’ or ‘Go to this .com,’ we wouldn’t have gotten as much engagement. We’re doing it in the spaces where the kids are — on their phone more than anything at this point.”
Adidas has used Chirpify before, most recently in December, when it was promoting its striped Carmouflage cleats in an enter-to-win contest.
Within two weeks of launching the campaign, Darlow says Adidas added more than 100,000 new Facebook followers. On Twitter, Adidas saw more than 2,200 hashtagged tweets. Adidas’ Football Facebook page posts garner several hundred likes and comments a piece; on Twitter, the tweets promoting the contest receive between 20 and 80 retweets. In terms of conversions and those voted so far, Darlow wouldn’t give data but said the social tool is working “extremely well.”
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."
Google’s Privacy Sandbox is coming to Android
Google's MAID will be phased out, here's what you need to know.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.