Breaking the Pattern with Adidas Glitch|海报/平面|广告营销案例【ADGuider广告指南】

阿迪达斯故障打破模式

案例简介：概要足球正在改变。英超球员受到自由职业球员和学院球员的尊重，他们让比赛看起来像是一种艺术形式，而不仅仅是一场比赛。年轻的城市玩家不像街头玩家和 Instagram 明星那样崇拜博格巴。所以，如果你是阿迪达斯这样的知名品牌，你如何与这些 “创造者” 的观众联系起来 -- 那些为他们周围更广泛的观众设定节奏的玩家？你把规则书扔了。你抛弃了传统媒体渠道。你创造了一个新产品。你让这些 “创造者” 参与开发和发布的每一步。介绍 GLITCH。一个产品创新和一个由社会影响者团队建立、管理和维护的社区。结果足球界的主要贸易出版物很感兴趣 -- 城市球场、足球圣经、足球头条、综合体。所有在发布前后都运行了故事，并在发布新皮肤时继续发布更新和评论。关注的焦点是质量而不是数量 -- 我们的观众不是阅读全国性报纸或看电视，他们是在社交媒体上，阅读足球博客, 在社交媒体上连接，并查看同行创建的利基网站。所以这些都是我们的主要目标 -- 消费者主导的博客或社交渠道和足球特定的渠道。尽管如此，故障趋势立即和靴子的需求。在最初的六个月里，GLITCH 应用已经有超过 60,000 的下载量。开机销售被限制，所以玩家开始在社交媒体上乞求联系人的推荐代码。我们在第一周就进入了苹果应用商店的 “本周热门” 名单。我们甚至看到访问代码在易趣上出售。我们第一个影响者植入的代码对引导销售的转换率为 75%，我们继续看到激活的代码的兑换率为 89%。所有这些都没有媒体支出、零广告或赞助 & 没有名人代言。GLITCH 将足球最知名的品牌之一转变为最热门的初创企业之一。它颠覆了行业，在品牌和消费者之间建立了全新的关系。相关性 GLITCH 避免了经典渠道，并专注于移动和影响者主导的社交活动，以激发兴趣、提高认识并围绕新产品发布产生嗡嗡声。我们从一开始就让我们的观众参与进来，利用影响者社会渠道的力量来激发观众和行业媒体的兴趣, 然后报道了一个全新购买渠道的新产品。你只能通过移动电子商务应用程序购买它们，你只能预订配件或购买带有邀请代码的一对。所有交互都在定制平台中进行。没有传统的广告。执行这款新的足球靴只能通过移动应用程序购买，该应用程序的设计和构建是为了让新的足球明星必备的。针对城市街头球员，他们的自由泳比赛既依赖于风格，也依赖于比分。我们有意从小开始，在伦敦有一群核心的影响者和城市足球运动员。这使得社区逐渐有机地发展。影响者被赋予权力和高度参与, 通过决定谁成为社区的一部分，并通过点对点建议为应用程序的客户支持和主页部分做出贡献，积极帮助塑造社区, 产品演示和促销用户生成的内容。应用程序中也内置了奖励和价值交换机制,鼓励互动和参与超越单一购买，为最活跃的用户提供免费皮肤和额外的推荐代码。战略阿迪达斯品牌邀请了大约 90 名年轻球员来帮助对产品进行预测试，在产品发布前的每个阶段对其进行批评和改进。大约有 24 名玩家正在为该项目工作，要么提供客户服务支持，要么参加试衣会议，要么参与内容和产品创作。阿迪达斯称之为 “开源” 哲学。整个项目基于这样一种信念，即只有从各种不同领域引进创造性的思想家，将机构和品牌所有者与有影响力的人和玩家合并，你才能创造出真正酷的产品,让他们通过给他们发展想法的空间来影响产品。该应用程序位于这个社区的核心 -- 既是一个内容载体，也是一个移动电子商务平台，它吸引并连接了志同道合的个人，而不是过于咄咄逼人或销售。活动描述 GLITCH 是一个全新的足球鞋概念和一个全新的市场路线。该产品本身的特点是完美贴合的内鞋和提供完美控球的无鞋套外皮，但也可以互换，让玩家表达自己的风格。T他设计、命名、发布 -- 每一个方面都是与足球影响者共同创造的。他们从一开始就参与其中。他们拥有它。他们关心。在发布时，他们得到了独特的推荐代码，让粉丝可以进入并开始社区。他们制作了应用程序上的第一批内容，参加了独家发布派对，并亲自为其发布带来了轰动。他们仍然在运营 it 方面发挥着积极的作用 -- 在球场上与新客户一起参加试衣会议,管理支持渠道，并继续贡献内容来推动故障社区。

阿迪达斯故障打破模式

案例简介：Synopsis Football is changing. Premiership players are being challenged for respect by Freestylers and Academy players who make play look like an art form, not just a competition. Young, urban, players aren’t looking up to Pogba so much as street players and Instagram stars. So, if you’re an establishment brand like adidas, how do you connect with this audience of “Creators” – the players that set the pace for the wider audience around them?You throw the rule book away. You ditch traditional media channels. You create a new product. And you involve these “creators” in every step of development and launch.Introducing GLITCH. A product innovation and a community which is built, managed and maintained by a team of social influencers. Outcome The main trade publications in the world of football were interested - Urban Pitch, Soccer Bible, Footyheadlines, COMPLEX. All ran stories before and after launch and continue to release updates and reviews as new skins are released. The focus was on quality not quantity - our audience wasn't reading national newspapers or watching TV, they were on social media, reading football blogs, connecting on social media and looking at niche websites created by their peers. So those were our main targets - consumer led blogs or social channels and football specific outlets.We started small and kept the release controlled. Despite this, GLITCH trended immediately and boots were in demand. The GLITCH app has had over 60 thousand downloads in the first six months.Boot sales were resticted, so players took to social media begging for referral codes from their contacts. We made it into the ‘HOT this week’ list in the Apple app store in our first week. We even saw access codes being sold on eBay. The codes seeded by our first influencers had a 75% conversion rate to a boot sale and we’ve continued to see an 89% redemption rate on codes being activated.All achieved without a scrap of media spend, zero advertising or sponsorship & no celebrity endorsement. GLITCH transformed one of football's most recognisable brands into one of its hottest start-ups. It turned the industry upside down and created a completely new relationship between a brand and consumer. Relevancy GLITCH avoids classic channels and focuses on Mobile and influencer-led Social activity to prompt interest, drive awareness and generate buzz around a new product launch. We involved our audience right from the beginning, using the power of influencers social channels to spark the interest of our audience and the trade press, who then reported on a new product with a completely new purchase channel. You can only buy them through a mobile e-commerce app and you can only book fittings or purchase a pair with an invite code. All interactions happen within a custom-built platform. There were NO traditional ads. Execution This new football boot is ONLY available for purchase through a mobile app, designed and built to make the boot a must-have for the new football stars. Aimed at urban street players whose freestyle play is as dependent on the style as it is the score. We intentionally started small, with a core group of influencers and urban footballers in London. This allowed the community to grow gradually and organically. Influencers were empowered and highly engaged throughout, actively helping to shape the community by deciding who became a part of it and contributing towards the customer support and homepage sections of the app with peer-to-peer advice, product demos and promotional User Generated Content.There were reward and value exchange mechanics built into the app too, encouraging interaction and engagement to exist beyond a single purchase with free skins and extra referral codes on offer for the most active users. Strategy Around 90 young players were invited by the adidas brand to help pre-test the product, critiquing and improving it at every stage right up to the launch. Approximately two dozen players are now working for the project, either by providing customer service support, attending fitting sessions or being involved in content and product creation. Adidas call it an ‘open source’ philosophy. The whole project is based on the belief that you can only create genuinely cool products if you bring in creative thinkers from a whole range of different fields, merging agencies and brand owners with influencers and players, letting them influence the product by giving them scope to develop their ideas.The app sits at the heart of this community – both a vehicle of content and a mobile eCommerce platform, it attracts and connects likeminded individuals over a common interest, without being too pushy or salesy. CampaignDescription GLITCH is a brand new football boot concept AND a brand new route to market. The product itself features an inner shoe for perfect fit and a laceless outer skin that offers perfect ball control, but is also interchangeable allowing players to express their own style. The designs, the name, the launch – every single facet was co-created with football influencers. They were involved from the beginning. They owned it. They cared.At launch they were given unique referral codes that gave fans access and kick started the community. They made the first bits of content to sit on the app, attended the exclusive launch party and took it upon themselves to create buzz around its release.And they still play an active role in running it - attending fitting sessions on the pitch with new customers, manning the support channel and continuing to contribute content to drive the GLITCH community.