Game on Facebook

adidas came to us with the adizero f50 miCoach + SPEED_CELL™. It’s the first ever football boot with a brain. SPEED_CELL™ is an advanced device with a micro chip and an accelerometer. If you put it in the adizero f50 miCoach it records speed and movements in 360 degrees.

You work out, you connect it to your computer or smartphone and you will get all the stats on your workout or game, such as distance covered, top speed, number of sprints, time in practice and distance at high intensity.

adidas football in Sweden and Norway wanted to activate and educate the target audience about adizero f50 miCoach + SPEED_CELL™. The challenge was to show the benefits of a physical product online.

We decided to create a game on the global adidas football page on Facebook. The game had four different levels: race, dribble, shoot and defend.

Just like miCoach would in real life, after playing a game you could see distance covered, top speed, number of sprints, time in practice and distance at high intensity.

Since we wanted people to spread the word, a wall post was created when you played your first game. A highscore list and a list showing your friends’ top scores created competitiveness, and incentives to challenge your friends. You could also share your stats to make it visible in your newsfeed.

After just a few days, we knew we had succeeded. More than 520.000 games were started and 185.000 finished. On average, a player started the game more than 42 times and finished it more than 14 times! In terms of the number of fans, the adidas fanbase in Sweden and Norway saw a 92 % increase. And 80% of the target audience on Facebook was reached.