Synopsis

Make 14-19 year olds in France reconnect with Adidas. Create a long term Facebook platform that fuses all branches of Adidas into one strong brand

Create your dream event, and Adidas will make it happen for real! Adidas lauched the All Event application on Facebook in March 2011. At key points during 2011- 2012, Adidas lets Facebook fans envision their own Adidas events. Users are given tools to promote themselves to gain popularity. Winners are slected to turn their vision into a real event together with Adidas, inviting friends and Ambassadors. Each time a new part of the Adidas universe is celebrated.
Concept

Create your dream event, and Adidas will make it happen for real! Adidas lauched the All Event application on Facebook in March 2011. At key points during 2011- 2012, Adidas lets Facebook fans envision their own Adidas events. Users are given tools to promote themselves to gain popularity. Winners are slected to turn their vision into a real event together with Adidas, inviting friends and Ambassadors. Each time a new part of the Adidas universe is celebrated.
Problème

Make 14-19 year olds in France reconnect with Adidas. Create a long term Facebook platform that fuses all branches of Adidas into one strong brand.
Résultat

+ 250 000 app hits for creation of 1st event.

+ 32 000 events created in first round.

+ 39 000 invitations to events

+ 40 000 content shares on Facebook + 75% of users 14-19 yo

+ 70% of total traffic generated trough Facebook actions