SBD/May 27, 2014/Marketing and Sponsorship

Adidas' New World Cup Campaign Asks Consumers To Choose All In Or Nothing

adidas is “demanding viewers opt ‘All in’ with its World Cup marketing campaign, the largest in its history, or else it will cease communications to those consumers for the duration of the tournament,” according to Alex Brownsell of MARKETING Magazine. adidas offers its viewers, when watching a new online ad for its #Allin or Nothing campaign, the "chance to 'Make a choice' between 'all in' and nothing.'" By clicking "all in", users will be “signed up to all Adidas’ World Cup content, including following its adidasfootball handles on Twitter.” Conversely, those who click on "nothing" will “automatically unfollow the brand’s football handles and will opt out of its CRM initiatives.” adidas said consumers must "understand Adidas’ philosophy." adidas said that the "potential reduction in follower numbers is not a concern, as the brand focuses on 'quality over quantity in its social media audiences'" (, 5/27). The GUARDIAN's Mark Sweney noted adidas’ new FIFA World Cup TV ad campaign broke "for the first time during the half-time break of the UEFA Champions League final between Real Madrid and Atletico Madrid” on Saturday. The media spend is "likely to be well in excess” of US$68M, although the company “would not confirm this.” The ad, "called Leo Messi's World Cup Dream, has been directed by City of God's Fernando Meirelles.” The “campaign features some of the world's best footballers,” including Uruguay F Luis Suarez and Brazil D Dani Alves (GUARDIAN, 5/25).
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