How Cheil and adidas engaged fans with content-led digital campaign this FIFA World Cup

This FIFA World Cup, adidas and Cheil WW India came together to launch a digital campaign keeping content at its core to engage with fans. The campaign was rolled out on Twitter, interactive digital billboard, Facebook and Snapchat.

Conceptualised by Cheil, the digital campaign for adidas was all about @TrendInFootball that gave real-time commentary for most of the important matches and became one of the most sought after handles among the football fans.

The Twitter handle titled ‘The Verbal Striker’ that went active from June 14 garnered over 11,000 fans creating over 2.8 million impressions by July 15, 2018. An entertaining experience by The Verbal Striker increased the average user engagement to 7.8% as compared to the industry standard of 3-3.5%. From GIFs, memes, jokes to everything about football, the content caught attention among fans during the World Cup and had the twitterati re-tweeting.

Sean Van Wyk, Senior Marketing Director, adidas India, said, “A sublime pass, a clinical finish, a brilliant save or a pin point free kick, a game of football can change in a matter of moments. We identified Twitter as the medium where all real-time conversations happen and ensured there is enough sharable content available for our consumers around the key moments.”

“At Cheil we believe in using our understanding of the ever-changing digital landscape to craft disruptive ideas for our clients and help them stand out in the clutter. The World Cup was once-in-a-lifetime occasion and we wanted to maximise it for adidas. We are very proud of the cutting-edge work we produced for adidas and want this partnership to grow from strength to strength,” added Sanjeev Jasani, Chief Digital Officer, Cheil WW India.

During the FIFA World Cup, adidas made fans play the game by creating ‘games around the game’.  Beyond the Twitter campaign, it included an interactive digital billboard that allowed football enthusiasts to digitally connect their phones with the billboard and play the game. It engaged over 487 players and 270 unique players in just nine hours of the installation. A Snapchat – Head to Pass filter was created where people could pass the ball and share it on their social handles. It got more than 65,000 shares. Beyond this, a unique feature, Facebook frames, was driven where the fans could put their game face on.

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