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This Is How Adidas Is Publicizing FIFA World Cup 2018 In India

The famous sports brand swayed digital, outdoor and on-ground activations to create a bond with all the fans in the main cities of the country including Delhi, Mumbai, Cochin, Pune Chennai and Guwahati

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Just a few days before when FIFA World Cup 2018 was about to kick-start in Russia, Adidas decided to excite the Indian audience for the biggest sporting event, FIFA World Cup 2018, and to give them an unforgettable football experience. 

The famous sports brand swayed digital, outdoor and on-ground activations to create a bond with all the fans in the main cities of the country including Delhi, Mumbai, Cochin, Pune Chennai and Guwahati.

Adidas has an over 40-year alliance with the tournament. The brand marketing director of Adidas, Amrith Gopinath, quoted, “Our FIFA campaign in India is an extension of the global campaign. We have an active fan following in India and we want to connect and engage with them”, when asked about the plans of Adidas. 

Following are the efforts that have been done by Adidas to bewitch the fans:

  • Adidas has established an interactive billboard assimilated with a pulley that actually requires 11 people to pull and score a goal. The caption on it says “You always need 11 players to make 1 goal.”
  • This sports brand has also put up a huge 3D version of it in the localities of high traffic in different cities. Plus, the brand also mounted a live 2D scoreboard to view the live scores and latest updates of every match in the main cities like New Delhi, Mumbai, and Bengaluru so that the audience is well informed.
  • Adidas has screened its FIFA World Cup campaign across the key multiplex screens in the country. 
  • This sports brand has coordinated with Facebook, Snapchat, and Instagram since it has been active on modes of these social media platforms. Through this, the user will be able to create their profile pictures along with their favourite football players. 
  • Adidas created a facility i.e. “Creator’s Hub” in Mumbai’s Oberoi mall and Bengaluru’s Phoenix Market City for the participation and involvement of people. Also, it allowed the fans to get engaged with a timed obstacle circuit to test their dribbling and shooting skills. 
  • Football tournaments were being organised in New Delhi, Mumbai and Bengaluru for under 14 and under 16 school children.

Besides all the marketing strategies and idea, Ranveer Singh, the brand ambassador of an Iconic indoor soccer shoe, promoted Originals, the sports fashion arm of Adidas. 

Gupta said that football has begun to accumulate a loyal and huge following in India. 

Well, if we talk about “Moment Marketing” it is a great strategy to increase the engagement among people and works well when it comes to a sports event. Also, football is a game filled with emotions which lets the audiences be familiar and connect with players and brands involved.


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