World Cup Launch Campaign Wins At M&M Global Awards
adidas' ground-breaking launch of the official World Cup ball last December took home the inaugural Sports Performance Award at the M&M Global Awards, as well as being highly commended in the ‘Best Engagement Strategy’ category.
The campaign saw the team giving the ball a personality – and its own Twitter feed – and engaging consumers both physically or digitally, through a fresh and new perspective using multiple touch-points and 360 degree camera angles. They worked with Twitter and YouTube in real-time during the World Cup Draw across 12 markets and eight languages, with a global YouTube homepage takeover showing an interactive “balls eye view” of the content and creating a calculated ‘Twitter Storm’ with content from A-list celebrities and athletes. All this innovation meant that @brazuca became the first @handle to trend on Twitter ever – and ultimately gain over 3 million followers. Most importantly, brauzca became the fastest selling ball in history.
Fiona Lloyd, client president, said: “I’m so proud of the whole team. It was a lot of hard work, but it was worth it as it laid the foundations for a brilliant World Cup for adidas. Let’s hope this award is the first of many.”
It was also a great night for the global Nokia team, as their Lumia 1020 campaign with National Geographic was also highly commended in the category ‘Best Contribution to a Campaign by a Media Owner’.