Ivey Publishing

Product Details

Brand in the Hand: Mobile Marketing at Adidas
Product Number:
9B05A024
Publication Date:
09/26/2005
Revised Date:
05/23/2017
Length:
22 pages (13 pages of text)
BestSeller:
2008; 2007
Product Type:
Case (Field)
Source:
Northeastern University
The Global Media manager for adidas International is responsible for developing and championing a new marketing strategy at adidas called brand in the hand that is based on the convergence of cell phones and wireless Internet. The case presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that adidas launched in 2004, such as a mobile newsticker for the 2004 European soccer championship. The case then introduces a specific campaign - Respect M.E. - featuring Missy Elliott, a popular female hip-hop artist, and discusses the company's mobile marketing strategy to support MissyElliott's new line of sportswear. This case can be used to highlight the role of new technology in overall marketing strategy and integrated marketing communications.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
United Kingdom, Large, 2004
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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