The 2006 World Cup: Mobile Marketing at adidas (A)
(10 pages of text)
The manager of Mobile Media for adidas International is debating what to do, given the sparse amount of traffic to date at the adidas FIFA World Cup mobile portal. By February, there had been only 3,000 visits to the mobile site, compared to the one million visits predicted earlier based on the previous success of a Lucas Films Star Wars mobile campaign. Given that the World Cup is a global event viewed by millions of people in person and more than one billion TV viewers worldwide, it represents a global stage for adidas to promote its brand and communicate its continued involvement and leadership in the sport of football. The manager of Mobile Media is worried that the brand's mobile efforts for this major event could fail miserably.
The objectives of this case are to: understand the relative advantages of the mobile platform for engaging consumers; reinforce the importance of cross-promotion in the development and execution of a mobile marketing campaign, one whose theme (adidas's +10 theme) is derived from a parallel campaign delivered throughout traditional media (such as television, print, out-of-home and online advertising); enable students to conduct their own performance analysis based on effectiveness and efficiency metrics for the mobile campaign; calculate and compare these metrics (e.g. hits, visitors, downloads, cost per thousand impressions [CPM]) to those representative of traditional and comparable sports marketing venues, such as the National Football League's Super Bowl.
European Union;China, Large, 2006
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