2. Concept
SUMMER QUEST
- Powered by adidas and ProSport
Objectives:
1. Bring people in adidas stores
2. create buzz and awareness for the adipower Predator and the
brand adidas in general
3. Create a database of contacts for future adidas comunication.
How: Create an offline quest (finding the real adipower Predator
shoe) and online/mobile phone interaction, especially through social
media and using a smartphone.
3. Call to action
• “Enter the game of the summer, the adiPower
Predator adventure”
• “Find the adiPower Predator shoe in stores, outdoor or
print and scan it with your mobile phone”
• “Win t-shirts on the spot by scanning the shoe and enter
you personal data for the big prize”
• Make a picture of you and one adidas adiPower Predator
and you can win iPhones and a trip on a real game with
Real Madrid on Santiago Bernabeu
4. How it’s done?
• The predator shoe was available in all adidas stores and
the users had to find it and take a picture with it.
• Once they find the Predator shoe, users will use a special
designed mobile phone application to “scan” it.
• The app enable the users to identify the adiPower
Predator shoe (like QR code functionality) and to check if
they won a prize (t-shirt).
• The users can upload a picture with them and the football
adiPower Predator on the campaign’s landing page,
together with their the personal details.
6. adidas – special dedicated landing page on prosport.ro
and a dedicated subdomain : adidas.prosport.ro
21 000 unique users on the
dedicated adidas webpage
Adipower - predator RO june 2011
7. adidas – special dedicated landing page on prosport.ro
and a dedicated subdomain : adidas.prosport.ro
All the adidas
stores were
placed on an
interactive map
that could be
browsed and
zoomed by the
users.
Adipower - predator RO june 2011
8. Project was promoted in multiple channels
• Online (online banners, inserts in newsletters,
facebook messages, facebook app, editorial
content on prosport.ro)
• Print ads (Prosport, Ziarul Financiar, Protv
Magazine, Promotor)
• Radio (radio ProFM)
• TV spots(tv sport.ro, procinema)
• Guerrilla marketing activation (outdoor activities)
• In store comunication
9. Promoting in Online – standard and special banners
• Total impressions: 42,025,953
• Total clicks: 33,167
• Standard formats: 300x600, 160x600, 930x120, 300x250
• Special formats: 800x600 (interstitials-between 2 pages ), 560x152 and 460x152
(placed at the end of an article)
13. Promoting in Online – facebook activity
Facebook :
1. Album castigatori facebook - 66.542 Impressions
2. Post – ultima zi de concurs - 56.656 Impressions
3. Post – aplicatia fb- 65.149 Impressions and 9846 clicks on the link to the
facebook app with the contest
4. Post – after the game Real – Getafe – 55.731 Impressions
5. Post – dupa Romania – Franta – 61.576 Impressions
6. Post – Daca vrei sa-I vezi pe – 54.007 Impressions
7. Post – Va invitam la spectacol – 40.221 Impressions
8. Album Via Sport – 97.867 Impressions
9. Post – Invitatie la Via Sport – 46.975 Impressions
10. Post – « Esti gata de aventura… » - 53.233 Impressions
11. Tab – Aventura adiPower Predator – 416 impressions
12. Aplicatia fb – Aventura adiPower Predator – 27.300 impressions
Total : 625.673 impressions pe A total of 5 000 clicks were
www.facebook.com/prosport.ro delivered throught facebook ads
promoting the contest
14. Promoting in Online – editorial content on prosport.ro
Articles on site (prosport.ro).
• http://www.prosport.ro/concurs/prosport-si-adidas-te-trimit-la-un-meci-al-lui-real-
madrid-pe-santiago-bernabeu-8634896
• http://www.prosport.ro/sport-life/special/de-la-via-sport-direct-pe-santiago-
bernabeu-8659429
• http://www.prosport.ro/concursuri/real-madrid-joaca-pentru-romani-cum-poti-
merge-gratis-la-un-meci-pe-bernabeu-8683896
• http://www.prosport.ro/sport-life/special/au-mai-ramas-doar-2-zile-din-aventura-
adipower-predator-castiga-premiile-ramase-in-joc-si-mergi-pe-santiago-bernabeu-
8778109
• It generated also “earned media” from the sites, blogs and Twitter that announced
the contest. (according to Mediafax monitoring tool there were 23 references on
the web about adidas adipower predator.
15. Print ads (Prosport, Ziarul Financiar, Protv Magazine,
Promotor)
ProSport
• 27 august – full plage
• 29 august – full plage
• 30 august – full plage
• 31 august – full plage
• 14 septembrie – banda 7 x 36,5
• 15 septembrie – banda 7 x 36,5
• 16 septembrie – banda 7 x 36,5
• 17 septembrie – banda 7 x 36,5
• 19 septembrie – banda 7 x 36,5
Ziarul Financiar
• 30 august – 1/2
• 31 august – 1/2
• 1 septembrie – ½
• 2 septembrie – ½
ProTV Magazin
• 5 septembrie – spread 2 pag
ProMotor
• 5 sept – full page
17. Radio (radio ProFM) & TV spots(tv sport.ro, procinema)
• 20” TV spot
• Number of spots: 200 (100/TV station)
• Number of GRP: 47.6
• Number of equivalents GRP : 31.8
• 30” radio spot
• Number of spots : 182
18. Guerrilla marketing activation (outdoor activities)
• Outdoor – presenting the adidas adiPower predator within the outdoor event Via
Sport (where prosport.ro was a partners
49 photos of users with the adidas shoe were uploaded in the dedicated photo
gallery from prosport.ro facebook account. Users got the photos from here and
submitted them in our contest webpage
19. Online – special bonus
• Permanent Banner 300x600 in Liga
Prosport online game, the biggest football
manager game in Romania
• Permanent banner 300x250 in Mobilio.ro, a
very good platform for mobile apps
Generating 1 000 000 bonus impressions and
4922 clicks.
20. Results – the web contest
• It was created a contact database. There are 534 registered users but only 144
users were validated against the contest rules and were displayed on the website.
• Generating 5 729 likes on the photos validated in the system. A good facebook
engagement.
• 21 000 unique users on the special page that was integrated in prosport.ro
21. Results – the “mobile “ contest in the stores
• 224 persons were in at least one adidas store
and “scanned” the adidas shoe. They did that with
a special mobile app called Junaio
• This is a good result taking in consideration the
smartphones adoption rate that is growing fast, but
still at the beginning of the development.
22. Results – the earned traffic on Google search
• in the last 12 month the traffic on Google search
had 2 peeks. (in march-april, were OBA was
launched and in august-sept when the adiPower
Predator campaign was implemented
OBA launch Predator campaign
Adipower - predator RO june 2011
