adidas - Become the 12th man
adidas asked us to create a viral campaign to promote the launch of the new Chelsea 09/10 season shirt.
To create demand for the new shirt, we used the 12th Man concept to inspire Chelsea FC fans, knowing most dream of playing for the team. We used this aspiration to create a 'money-can't-buy prize' as a reward for visiting a bespoke microsite, buying a shirt and answering a question – for the chance to win their dream.
The idea was that you or a friend could become the 12th man at Chelsea, essentially as a new signing, and be personally welcomed by Frank Lampard and Michael Ballack into the changing rooms and onto the pitch.
Combining an interactive experience of Flash and video, the viral email asks your name and what type of player you are. Then it builds into a bespoke first person video where you are welcomed at the player's entrance, and enter the changing rooms to be shown your own personalised shirt by Frank Lampard.
The viral concludes with a chance to be on a wall of fame, and of course, a link to buy the new Chelsea shirt.
Link to website:
http://www.adidas.com/campaigns/chelsea12thman/content/index.aspx
< Back to case studies Next case study >Highlights
- 100,000 users viewed the viral on the day it was launched
- Over 250,000 viewers in a month
- Resulting shirt sales from the viral in excess of 10,000
- DADI Awards 2010 Winner Travel/Leisure/Sports Website
