The Brief

As official supplier of the UEFA Champions League, adidas wanted to give away all access tickets with the objective to raise global awareness that adidas is the official supplier of the UEFA Champions League and connect the adidas brand to the best-of-the-best football competition, clubs, heroes, the fierce competition, dedication and skill.

Describe how the promotion developed from concept to implementation

Using the insight that fans would go very far to get their hands on this prize - all access tickets - we decided to simply ask them what they would do to win, but in a way that creating your answer became something fun to do. We developed a special online video editor full of funny football culture video clips derived from YouTube. By choosing their favourite clips fans created their own answer to the question. And by sharing their film through social media they pushed their friends to go even further.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion was spread naturally by the targeted audience. Hundreds of thousands of young football fans interacted with the brand by viewing, liking and sharing its content on social media and creating their own fantastical football video answer on the microsite.

Explain why the method of promotion was most relevant to the product or service

Young football fans want to get ‘close to the action’. adidas and the UEFA Champions League made that dream possible by giving away exclusive UCL tickets in a way that is relevant and a lot of fun for our audience. Online gaming and social media are extremely popular for our target audience and the ‘what would you do’ website is a tool that is interactive and enables users to actively engage with the brand.