Adidas Turning To Tumblr Page For Euro 2012 Ads

Blog site Tumblr has sold a month-long campaign to adidas, which launched an official soccer blog just before Friday's start of the Euro 2012, according to Cotton Delo of AD AGE. The footwear company "plans to promote" its site with paid placements in the Tumblr "radar" slot on the user dashboard, which will remain a continually rotating selection of Tumblr blogs picked by the editorial team, but now can be bought as an ad unit for an entire day as well. Adidas will also promote the site on Tumblr's "spotlight" page for sports blogs, where the ad runs three times wider than the "teases for organic picks." The new Adidas Football Tumblr blog "has a Pinterest-like aesthetic with an array of static images and animated GIFs." A YouTube video embedded near the top features famous footballers from Leo Messi to Sandro to Xabi Alonso welcoming visitors to the account by saying "Tumblr" in their various accents. The video was also being featured in the "radar" spot Thursday, but Tumblr Dir of Product Danielle Strle said that adidas "intends to promote fresh content in the spot" as Euro 2012 progresses (ADAGE.com, 6/8).