Paying Tribute

We always pay tribute to so many things in our lives.  Today, I think that it’s time to hail a brand that has aggressively pursued the US market with its ‘brand in the hand’ strategy and other emerging media platforms as part of its marketing technique to beat the ‘swoosh’ to a pulp. Yes, I’m refering to Adidas.

Way back then, when emerging media was still an infant, the European brand provided an appealing experience to its 12- 24 target audience.  Signing on best selling artist and five time Grammy winner Missy Elliott, Addidas repositioned itself as the urban cool brand for young Americans with the Respect M.E. campaign.

 

Respect M.E. viral marketing campaign promoted its new line of products using the internet as its lead medium, in an attempt to reach American hip hop fans; an estimated 45 million Americans of its target market (age 12-24 years old), who have $ 1 trillion spending power and are influenced by hip hop trends. 

Using mobile 3G technology, internet and face-to-face events, Addidas gave hip hop fans attractive promotions at affordable costs while gathering further information on customers to expand its current database to plan ahead.  Understanding that this particular target segment are more interested in being engaged in appealing mobile and online technology, Addidas built upon its historical European ‘Road 2 Lisbon’ campaign (R2L) experience, during the Euro championship in 2004; creating stimulating features through personal mobile gateways to relate to its customers.  Once potential consumer registered, via phone or internet, they were able to download Missy Elliott tunes, wallpaper, chat with the hip hop star, provide alerts of the latest fashion trends and receive product previews.  Users were also encouraged to share the latest with the friends to earn them points for free downloads. 

Addidas’ Global Media Group (GMG) tactically reached its technology savvy audience via mobile technology, hence increasing frequency, expanding reach, and moving away from traditional media clutter and fragmentation, enabling interactivity at lower cost per thousand. 

It is this kind of risk that brands need to shift towards with the new year up ahead if they are looking for innovative marketing. Check out this year’s mobile marketing guidelines, and this video on how to launch a mobile marketing campaign. 

Do you know of others we should be paying tribute to?