The Campaign

The New Zealand All Blacks are consistently one of the world's best rugby teams. As principal sponsor, adidas runs a campaign every year to sell the iconic black jersey and get NZ fans, existing and new, closer to the team. Every year an iconic team poster is created which comes free with every jersey sold. With this year's promotion, buying the jersey gave fans the added incentive of becoming actual team photographers, bringing them closer than they had ever been.

Success of the Campaign

Traffic to adidas.com shot up 1900%. Jersey sales overtook those from the last world cup in 2007. And nearly a thousand cameras were returned complete with images to be uploaded. Microsoft hosted the 'adisynth' on the front page of their own site to showcase the photosynth and silverlight technology used. National newspapers covered it, and blogs propagated it.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The chance to become an official All Blacks photographer was promoted nationally at point of sale, on web banners, via eDM to 200 000 fans, in-stadium films, and an instructional video on adidas.com & youtube featuring megastar Jonah Lomu. All messaging drove traffic to our microsite www.iSHOTthe2009allblacks.com where the whole story unfolded: simply purchase a jersey and be in to win. The winners, armed with industry standard cameras, would be able to shoot the team during the national anthem at the beginning of each test match. Then, even if you didn't win, you did - if you wore a jersey to the game. Hundreds of other proud, jersey-wearing fans also received free cameras at the home test matches in order to photograph the team. These were collected and uploaded to make a unique, fully navigable online poster