1. NLO
MARKETING
brandlove
adidas.vkontakte.ru
Brand «adidas Performance»
Zhivechkova Olga (NLO Marketing/Digital Bar)

2. NLO
NLO intro
MARKETING
MARKETING
DIGITAL
AGENCY
Interactive digital
Attracting and retaining
HELPS:
interactive instruments
- to hold audience attention by
entertaining,
social media - to increase constantly contact
duration.
interactive instruments

3. NLO intro
MARKETING
DIGITAL
AGENCY
digital is future
goals
Goals in jan 2010:
– to cover TA: selected by client, M+F, Russia, related to the sports,
– to build the main digital communication platform,
– to support global and local digital advertising campaigns.
Global experience: facebook (minor audience in Russia)
87% TA in digital
more than 83% TA in social media (TNS)

4. NLO
MARKETING
DIGITAL
AGENCY
TA in social media
Main digital platform choice
Monthly Reach, Russia 12-54, mln
25
83% of our target audience using
20,2
vkontakte.ru
20,8
Reach, Russia TA, % of all audience
7,5
vkontakte.ru 83%
1,7
0,5
My World (from mail.ru) 52%
0 5 10 15 20 25 30 odnoklassniki.ru 48%
Facebook 31%
Vkontakte.ru
is leading social network in Russia. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

5. NLO Content
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
1 Digital communication platform
content
adidas
Sport
Vkontakte group
communication

6. NLO Contests
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
2 Digital communication platform
contests
content
adidas
Sport
Vkontakte group
communication

7. NLO Product tests
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
3 Digital communication platform
contests
content
reality show
adidas
Sport
Vkontakte group
communication

8. NLO Product info
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
4 Digital communication platform
contests
content
reality show
adidas
Sport
Vkontakte group
product info communication

9. NLO Communication
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
5 Digital communication platform
contests
content
reality show
adidas
Sport Q&A
Vkontakte group
product info communication

10. NLO Social applications
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
6 Digital communication platform
contests
content
reality show
adidas
Sport Q&A
Vkontakte group
product info communication
Vkontakte applications
fun & games
services

11. NLO Involvement
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
7 Digital communication platform
Events
contests Involvement
content
reality show
adidas
Sport Q&A
Vkontakte group
product info communication
Vkontakte applications
fun & games
services
segmenting

12. NLO new area
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
8 Digital communication platform
Events
contests Involvement
content
reality show
adidas
Sport Q&A
Vkontakte group
Special projects
product info communication
new area
Vkontakte applications
fun & games
services
segmenting

13. NLO Fast communication
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
9 Digital communication platform
Events
contests Involvement
Twitter
fast communication
content
reality show
adidas
Sport Q&A
Vkontakte group
Special projects
product info communication
new area
Vkontakte applications
fun & games
services
segmenting

14. NLO To be closer
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
10 Digital communication platform
Events
contests Involvement
Twitter
fast communication
content
reality show
adidas
Sport Q&A
Vkontakte group
Special projects
Mobile product info communication
new area
To be closer
Vkontakte applications
fun & games
services
segmenting

15. NLO Promotion
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
11 Digital communication platform
contests
content
reality show
adidas.com/ru
adidas
Sport Q&A
Retail support Vkontakte group
product info communication
Social ads
Promotion Vkontakte applications
Media ads fun & games
Promotion services
segmenting

16. cases
NLO
MARKETING
DIGITAL
AGENCY
advertising campaigns
adidas.vkontakte.ru platform
we have successfully conducted 15 brand advertising
campaigns on the adidas.vkontakte.ru platdorm:
women training Igor Akinfeev
football boots F50

17. cases
NLO
MARKETING
DIGITAL
AGENCY
advertising campaigns
adidas.vkontakte.ru platform
we have successfully conducted 15 brand advertising
campaigns on the adidas.vkontakte.ru:
running Challenge
World Cup Street Basket

18. cases
NLO
MARKETING
DIGITAL
AGENCY
advertising campaigns
adidas.vkontakte.ru platform
we have successfully conducted 15 brand advertising
campaigns on the adidas.vkontakte.ru:
Russian National Team
Ballet
adiZero

19. NLO
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
Examples
BALLET

20. NLO
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
Examples
adizero

21. NLO
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
Examples
all in

22. NLO
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
Examples
all in Predator

23. NLO
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
Examples
all in Women

24. NLO
MARKETING
DIGITAL
AGENCY
the group now
adidas.vkontakte.ru
we’ve created a community quick-update system for a new
advertising campaigns
F50 micoach

25. NLO
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
Examples

26. NLO
MARKETING
DIGITAL
AGENCY
applications
adidas.vkontakte.ru platform
Applications are important part of the group communication and gather additional audience
around it.
–Competition
–Entertaining (fun)
–Useful
avatar creation

27. NLO
MARKETING
DIGITAL
AGENCY
applications
adidas.vkontakte.ru platform
Women training
An opportunity to home training
from adidas expert.
New training every week (course of
2 month).
Passing each training gives scores >
exchange for prizes.

28. NLO
MARKETING
DIGITAL
AGENCY
applications
adidas.vkontakte.ru platform
Create an avatar
update
Tool for creating an avatar from
photo of Russian National Team
fan.
* fan equipment by adidas

29. NLO
MARKETING
DIGITAL
AGENCY
applications
adidas.vkontakte.ru platform
Football quiz
Forecast contest on the World Cup
2010 matches outcomes in South
Africa.
adidas players and teams actions
forecasts.

30. NLO
MARKETING
DIGITAL
AGENCY
applications
adidas.vkontakte.ru platform
Check-in
Service application for check-in
adidas event participants.

31. NLO
MARKETING
DIGITAL
AGENCY
applications
adidas.vkontakte.ru platform
Outdoor
Service application for creation and
searching tourist routes.

32. NLO
MARKETING
DIGITAL
AGENCY
applications
adidas.vkontakte.ru platform
Predator
Fun application. Get tested and
find out your impact force.

33. NLO
MARKETING
DIGITAL
AGENCY
contests
adidas.vkontakte.ru platform
Contests used to attract new audience and increase activity within the community.
Contest is organized around advertising campaign newsbreak or around the main product.
Example.
Football boots F50 (weigh 165 grams).
«Take a photo of an object that weighs
the same as the new F50»

34. NLO
MARKETING
DIGITAL
AGENCY
product info
adidas.vkontakte.ru platform
adidas products presentation in the brand-community:
– Catalogues (updates),
– Products pages,
– Stores contacts,

35. NLO
MARKETING
DIGITAL
AGENCY
community content
adidas.vkontakte.ru platform
– Community internal pages (useful, interesting content),
World Cup lookbook

36. NLO
MARKETING
DIGITAL
AGENCY
community content
adidas.vkontakte.ru platform
– Promo-materials (photo/video),

37. NLO
MARKETING
DIGITAL
AGENCY
community content
adidas.vkontakte.ru platform
– User-generated content.

38. NLO
MARKETING
DIGITAL
AGENCY
reality show - Challenge
adidas.vkontakte.ru platform
Reality Show can be used to draw attention to the new products.
For miCoach challenge we selected 2 groups of people:
1) Who did never run before and for whom 8 km was a real challenge.
2) Who are frequent runner.
During 1,5 months participants were training and preparing using adidas equipment. They made
reports about their trainings and had regular meetings.
All participants from group1 completed the full course and successfully ran the Challenge.

39. NLO
MARKETING
DIGITAL
AGENCY
reality show - Challenge
adidas.vkontakte.ru platform

40. NLO
MARKETING
DIGITAL
AGENCY
reality show - Challenge
adidas.vkontakte.ru platform

41. NLO
MARKETING
DIGITAL
AGENCY
events (digital + offline)
adidas.vkontakte.ru platform
Community is real.
It should have offline support.
adidas.vkontakte.ru:
– Sports tournaments organization,
– Matches of bloggers vs Vkontakte group,
– Photocall of National Team fans,
– Test-drives of new boots and equipment ,
– Meetings with sport celebrities,
– Bloggers and press events.

42. NLO
MARKETING
DIGITAL
AGENCY
events (digital + offline)
adidas.vkontakte.ru platform
Fans shooting adidas StreetBasket Cup
NEXT

43. NLO
MARKETING
DIGITAL
AGENCY
events (digital + offline)
adidas.vkontakte.ru platform
School football tournament in Moscow and Saint-Petersburg
For adidas.vkontakte.ru participants only

44. NLO
MARKETING
DIGITAL
AGENCY
events (digital + offline)
adidas.vkontakte.ru platform
adidas Predator test-drive for group participants:
Secret meeting with Dwight Howard

45. NLO
MARKETING
DIGITAL
AGENCY
events (digital + offline)
adidas.vkontakte.ru platform
adidas F50 test drive event for press & bloggers

46. NLO
MARKETING
DIGITAL
AGENCY
twitter.com/adidasRU
adidas.vkontakte.ru platform
Communication platform twitter.com/adidasRU:
– live conversation ,
– insights,
– live reports from adidas events,
– breaking news,
– contests,
– advertising campaigns coverage.

47. NLO
MARKETING
DIGITAL
AGENCY
twitter.com/adidasRU
adidas.vkontakte.ru platform
breaking news live conversation live report from NBA5United

48. NLO
MARKETING
DIGITAL
AGENCY
special projects
adidas.vkontakte.ru platform
sports communities involvement
Special project «CROSSBAR
CHALLENGE» on sports.ru in
partnership with adidas.vkontakte.ru.
«Turn on camera, hit the crossbar, record
it and win the prize – the best boots»

49. NLO
MARKETING
DIGITAL
AGENCY
twitter.com/adidasRU
adidas.vkontakte.ru platform
breaking news live conversation live report from NBA5United

50. NLO
MARKETING
DIGITAL
AGENCY
mobile
adidas.vkontakte.ru platform
live twi-reporting
Mobile
To be closer
4sq activations
iOS & Android apps

51. NLO results
MARKETING
DIGITAL
AGENCY
adidas.vkontakte.ru
Communication platform
The result.
We have created a functional and both flexible and scalable system for carrying out many
advertising campaigns on brand-community Vkontakte .
results (since march 2010):
visitors - 5,2 mln
platform participants – 770k

52. * Anton Sitnikov wrote
all in And yet it’s cool, that adidas is in Vkontakte! ;)
Questions@
*Aleksandra Nikonova
I’m all in !
* Railka Husnutdinov
And I’m all in !)

53. NLO
MARKETING
DIGITAL
AGENCY
Thank you for attention
Questions@
«Digital BAR»
95B, Luganskiy street,
050000 Kazakhstan, Almaty
Office: +7 (727) 263 33 62
we@DBAR.kz