CASE STUDY: The Hyperfactory and adidas Hong Kong; a winning team

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·          Further proof of the success of football related mobile content in the Hong Kong region

·          Fully branded promotional WAP site

·          More than 24,500 people accessed the site with hundreds signing up to participate in the +10 Local challenge

Client: adidas Hong Kong
Campaign: adidas +10 Global Challenge

Background:
The +10 Global Challenge saw footballers from around the world forming their own ‘star’ teams of everyday footballers, recruited from the streets in order to compete against each other.  The high profile footballers featured included England stars David Beckham, Frank Lampard and Ashley Cole, French players Djibril Cisse and Zinédine Zidane, and German Michael Ballack to name a few.  The +10 campaign was linked to the launch of the limited edition ‘+F50 Tunit’ football shoe.  In Hong Kong, where there was no local celebrity footballer to front the promotion, activities centred on two local personalities, local pop singer Edmond Leung and Sammy, a popular DJ from Commercial Radio 2, who needed to select their teams from the eager public for a play off on the 15 April.

Objectives:

·          To create a fully branded mobile internet experience for fans which promoted both the +10 challenge and the +F50 Tunit shoe

·          To encourage football fans to sign up for the +10 challenge using the mobile channel

·          To cement adidas’ position as an innovative new media marketer

Solution:
The Hyperfactory, in partnership with interactive agency, Rice5, created an exclusive fully branded WAP site to support the campaign.  The made-for-mobile features contained on the site included the MTV-produced videos of the adidas football stars finding their players and playing the game, videos and information about the local +10 Challenge, 3D animation of the Tunit shoe and eight exclusive wallpaper downloads.  The local information was specifically tailored to the user.  Having selected their preferred position on the team, the user was shown the appropriate recruitment video.  The user then chose which team to play for, and in what position, and entered their name, email address and phone number.

The most frequent visitors received adidas merchandise such as keychains, and mascots.  Registrants for the actual event were entered into a prize draw to win a pair of the limited edition Tunit shoe and all those chosen to participate in the game received football jerseys.  The winning team also received a cash prize.

Results:

·          The site was operational for three weeks and in this time, the site received well over 83,000 visits from more than 24,500 unique users.

Promotion:

The WAP site was hosted by ‘3’ and promoted by banner adverts on 3’s homepage, the adidas channel, the football channel, sports channel and the entertainment channel.