Social Media and Word-of-Mouth-Marketing

We received the assignment from adidas to create an online recruitment campaign based on their sponsorship of the Danish National football team. We began by creating the official Danish adidas football page on  Facebook. The goal was to attract 15,000 fans before the kick-off of the 2010 FIFA World Cup™ in South Africa.

To create attention and engage the fans we launched an activity called “Biggest Shirt”. A recruitment campaign where the official Danish federation team jersey increased in size as more and more fans joined the page. For each new fan who joined the page the jersey grew by 20 cm² and adidas committed to producing the over-sized jersey and presenting it to the Danish fans attending the festivities in South Africa.

As promised, the shirt was produced and given to the excited Danish football fans to carry with them on their journey to South Africa. At the end of the campaign the shirt had grown from 1 sqm to 72 sqm and over 36,000 fans were engaged! To show appreciation to the fans, adidas decided to increase the size of the shirt to 400 sqm. The largest in Denmark!

To explain and promote the idea to the Danish fans we created a video. The aim was very simple – to make the fans understand the campaign and encourage them to join the cause. And since Sweden didn’t qualify for the 2010 FIFA World Cup™ we were, of course, cheering for our Nordic brothers from Denmark.