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Brazuca
案例简介：执行 我们不只是想让人们喜欢布拉苏卡 -- 我们想让他们崇拜它。我们决定让布拉苏卡成为锦标赛的真正明星 -- 把它从一个球变成一个球员。我们给了它自己的声音 @ Brazuca; 以辉煌的足球洞察力和不敬的语调贯穿了足球的陈词滥调。我们给了它一种名人的生活方式，会见了从大卫 · 贝克汉姆到教皇的每个人。闪电般的实时反应推文使其机智和视角成为最大的锦标赛对话的一部分。 结果 @ Brazuca 是一个巨大的成功。加里 · 莱因克尔紧随其后; 还有作家、体育和科技人物、媒体、音乐家和足球明星。甚至贾斯汀 · 比伯也在推特上谈论 @ Brazuca。Brazuca 在涵盖从时尚到足球的出版物中获得了全球媒体的报道; 并建立了一个由 340万多名 “brazuca” 追随者组成的社区。Mashable 甚至采访了我们的谈话球。阿迪达斯卖出了创纪录数量的世界杯球，粉碎了它的目标。Brazuca 是世界杯期间增长最快的推特账户，被推特公认为世界杯官方账户，并在足球迷和媒体中获得了巨大的积极情绪。 战略 阿迪达斯是国际足联世界杯的官方合作伙伴。它为比赛官员提供足球鞋和他们的比赛日服装，并提供官方比赛球，每四年成为该品牌赞助角色的象征。在 2010，球是一场灾难，广泛的负面报道。这给 2014 的替换带来了压力。对巴西 2014 来说，这场比赛的球是巴西足球，它的名字是由公众投票选出的，它是历史上最受考验的足球。甚至美国宇航局也批准了它。我们通过给球一个声音来应对激活运动中最重要和最明显的赞助之一的挑战。我们冒险，把球变成了明星，以时尚的方式把它踢进了聚光灯下。是时候让阿迪达斯的世界杯英雄产品栩栩如生了; 对足球迷、媒体和影响者来说，无处不在。
Brazuca
案例简介：Execution We didn’t just want people to love Brazuca - we wanted them to idolise it. We decided we would make Brazuca into the REAL star of the tournament - by turning it from a ball, into a baller. We gave it its own voice @Brazuca; with brilliant football insight and an irreverent tone of voice that cut through football cliché. We gave it a celebrity lifestyle, meeting everyone from David Beckham to the Pope.It brought fans closer to the game than ever before. Lightning-fast real-time reactive tweets made its wit and perspective a part of the biggest tournament conversations. Outcome @Brazuca was a storming success. Gary Lineker followed it; along with writers, sports & tech personalities, media, musicians and football stars. Even Justin Bieber was tweeting about @Brazuca. Brazuca achieved worldwide media coverage in publications covering everything from fashion to football; and built a community of over 3.4 million @brazuca followers. Mashable even interviewed our talking ball. adidas sold a record number of World Cup balls, smashing its targets. Brazuca was the fastest-growing Twitter account during the tournament, recognised as an official World Cup account by Twitter and achieved hugely positive sentiment amongst football fans and media. Strategy adidas is an official partner of the FIFA World Cup. It provides the match officials with football boots and their matchday attire and supplies the official match ball, which becomes the symbol of the brand’s sponsorship role every four years.In 2010, the ball was a disaster, with widespread negative coverage. This piled the pressure on the 2014 replacement. For Brazil 2014, the match ball was Brazuca, its name selected by public vote, and it was the most heavily tested football in history. Even NASA approved of it. We tackled the challenge of activating one of the most important and visible sponsorships in sport by giving the ball a voice. We took a risk and made the ball a star, kicking it into the spotlight in style. It was time to bring adidas’s World Cup hero product to life; for football fans, media, and influencers, everywhere.
Brazuca
案例简介：执行 我们不只是想让人们喜欢布拉苏卡 -- 我们想让他们崇拜它。我们决定让布拉苏卡成为锦标赛的真正明星 -- 把它从一个球变成一个球员。我们给了它自己的声音 @ Brazuca; 以辉煌的足球洞察力和不敬的语调贯穿了足球的陈词滥调。我们给了它一种名人的生活方式，会见了从大卫 · 贝克汉姆到教皇的每个人。闪电般的实时反应推文使其机智和视角成为最大的锦标赛对话的一部分。 结果 @ Brazuca 是一个巨大的成功。加里 · 莱因克尔紧随其后; 还有作家、体育和科技人物、媒体、音乐家和足球明星。甚至贾斯汀 · 比伯也在推特上谈论 @ Brazuca。Brazuca 在涵盖从时尚到足球的出版物中获得了全球媒体的报道; 并建立了一个由 340万多名 “brazuca” 追随者组成的社区。Mashable 甚至采访了我们的谈话球。阿迪达斯卖出了创纪录数量的世界杯球，粉碎了它的目标。Brazuca 是世界杯期间增长最快的推特账户，被推特公认为世界杯官方账户，并在足球迷和媒体中获得了巨大的积极情绪。 战略 阿迪达斯是国际足联世界杯的官方合作伙伴。它为比赛官员提供足球鞋和他们的比赛日服装，并提供官方比赛球，每四年成为该品牌赞助角色的象征。在 2010，球是一场灾难，广泛的负面报道。这给 2014 的替换带来了压力。对巴西 2014 来说，这场比赛的球是巴西足球，它的名字是由公众投票选出的，它是历史上最受考验的足球。甚至美国宇航局也批准了它。我们通过给球一个声音来应对激活运动中最重要和最明显的赞助之一的挑战。我们冒险，把球变成了明星，以时尚的方式把它踢进了聚光灯下。是时候让阿迪达斯的世界杯英雄产品栩栩如生了; 对足球迷、媒体和影响者来说，无处不在。
Brazuca
案例简介：Execution We didn’t just want people to love Brazuca - we wanted them to idolise it. We decided we would make Brazuca into the REAL star of the tournament - by turning it from a ball, into a baller. We gave it its own voice @Brazuca; with brilliant football insight and an irreverent tone of voice that cut through football cliché. We gave it a celebrity lifestyle, meeting everyone from David Beckham to the Pope.It brought fans closer to the game than ever before. Lightning-fast real-time reactive tweets made its wit and perspective a part of the biggest tournament conversations. Outcome @Brazuca was a storming success. Gary Lineker followed it; along with writers, sports & tech personalities, media, musicians and football stars. Even Justin Bieber was tweeting about @Brazuca. Brazuca achieved worldwide media coverage in publications covering everything from fashion to football; and built a community of over 3.4 million @brazuca followers. Mashable even interviewed our talking ball. adidas sold a record number of World Cup balls, smashing its targets. Brazuca was the fastest-growing Twitter account during the tournament, recognised as an official World Cup account by Twitter and achieved hugely positive sentiment amongst football fans and media. Strategy adidas is an official partner of the FIFA World Cup. It provides the match officials with football boots and their matchday attire and supplies the official match ball, which becomes the symbol of the brand’s sponsorship role every four years.In 2010, the ball was a disaster, with widespread negative coverage. This piled the pressure on the 2014 replacement. For Brazil 2014, the match ball was Brazuca, its name selected by public vote, and it was the most heavily tested football in history. Even NASA approved of it. We tackled the challenge of activating one of the most important and visible sponsorships in sport by giving the ball a voice. We took a risk and made the ball a star, kicking it into the spotlight in style. It was time to bring adidas’s World Cup hero product to life; for football fans, media, and influencers, everywhere.
Brazuca
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Brazuca
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