It's all about parties and festivals
Another post on Adidas - sorry. This is the post I originally planned on writing but then I took a mental detour and got caught up writing - and thinking about - the previous post. Maybe also because they are closely related. In relations to the house party campaign Adidas also went ‘new media’, and created an application for Facebook. The ‘host with the most’ is a Facebook contest and application, which calls on consumers to recruite friends for a party through facebook with the chance of winning a party arranged by MTV and Adidas.
It’s one of the first times I’ve seen a brand-application that you actually feels like installing. And the design is really fly.
Another Adidas initiative, which I think i possibly better, is www.originalfestival.com and site on facebook. On this one they’ve teamed up with Vice, and created a game/contest where people ‘will be able to create their own virtual music fest, making posters, picking bands and promoting the hell out of it. The creator of the best virtual festival with the highest virtual attendance wins a trip to Australia, including hotel, festival tickets, and a bunch of adidas Originals clothes.’
Via both initiatives, I think that Adidas manages to make authentic and credible use of facebook as a new media channel. The nature of the communication is in both cases very relevant to facebook and other social media. In these cases there are real value to the consumers through the use of these specific channels. Furthermore, I think Adidas has teamed up and established partnerships with two of the most credible youth brands out there - Vice and MTV.
