adidas’ World Of Football A Popular Attraction At World Cup
By Dan Migala, World Cup Correspondent
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World Cup Fans Flock To Adidas' World Of Football
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Thursday night was spent touring the adidas World of Football compound in Berlin,
participating in the complex’ interactive areas and attending a viewing
party for the Sweden-Paraguay match. The adidas World of Football is really a
stadium atmosphere unto itself and will open the eyes of sports marketers looking
to increase their relevance to fans surrounding a sold-out event. In addition
to rows of soccer fields and interactive areas, the centerpiece of the 40,000-square-meter
park is a replica of the Berlin Olympic Stadium that serves as a public viewing
area providing up to 8,600 fans without tickets to the game an authentic stadium
experience. Tickets for viewing parties cost about US$3.75 per game and adidas
PR Manager Evan Wiener said that more than 100,000 tickets have already been sold
and several matches are sold out. Wiener also took a few minutes to answer some
other questions:
Q: Sponsors in North America have yet to produce anything at this level
of activation. Please explain what adidas is trying to accomplish with this complex?
Wiener: From a sports culture standpoint, the adidas World of
Football was made to bring people together in order to celebrate the world's most
popular game and largest sporting event. It is also a great opportunity for the
many people that do not have tickets for the matches but still want to watch the
games in a stadium setting. From a marketing standpoint, we want to connect with
as many soccer fans as possible across the globe. The adidas WOF is one way that
we are doing this on-site in Germany. By building this World of Football on the
grounds of the Germany Parliament, we are able to connect with thousands of soccer
fans and tourists throughout the entire month.
Q: In my personal observations, the demographic mix was very
diverse in age and gender. Who is adidas’ primary target audience for the
World of Football?
Wiener: We are trying to connect with as many people as possible,
whether they are diehard soccer fans or just the casual supporter tuning in for
the World Cup. The stadium and park allows all to interact directly with the brand,
whether that be through our soccer products, marketing campaigns or events at
the stadium. Our general target is the teenage consumer, but we feel that we will
be able to connect with anyone who comes into the stadium and park regardless
of age, etc. There are all kinds of activities and events: Xbox, youth tournaments,
soccer skills stations and live music.
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Soccer Takes Over Grounds Of German Parliament
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Q: After the World Cup, how will you monitor if this concept
was a success?
Wiener: We will be able to monitor success by looking at how
many visitors per day we have in the park. With such a central location in Berlin,
we have already seen great results and high numbers of visitors each day. We have
also already sold out many games that will be shown in the stadium. But in the
larger picture of adidas World Cup marketing, the adidas World of Football is
the best way to connect with on-site fans and tourists during the tournament.
We have other initiatives to reach audiences on TV, in our stores, in key local
markets and in stadiums, but the WOF is the best way for our brand to connect
with thousands of fans traveling through Berlin. In addition, sales at the store
in the park will also be a useful measurement tool.
Dan Migala will be filing dispatches from the ground in Germany.
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