Danger Makes Legend; The adidas social networking football game

Hi everyone,
adidas has launched a social networking game to pit UEFA Champions League cities against each other. A great initiative to engage football fans, and integrate a strong social media component. A good recipe football brands understand and fully use.

The concept is simple and powerful. It’s a map-based game, so called, Fast Fuels Danger, Danger Makes Legend, that asks players to sign up via their Facebook account and then choose a city to claim by challenging other players to secure land on the map. A bit like the video game “Need for Speed”………..but way better.

Players challenge each other by selecting an area on the map. They compete against another player by choosing their favourite football moves such as ‘Fast’, ‘Step Over’ or ‘Fast Flick’. The winning combination wins the area on the map.

Players have the choice of twelve European Champion’s League cities, including London, Madrid, Milan and Barcelona to start building their legend. The game merges video game with real life experience as real territory is conquered through a map-system similar to Google Maps. For example, a Barcelona fan could ‘win’ the Chelsea pitch and vice versa.

adidas chose football stars such as Lionel Messi to help promote the game, with players able to win territory from the star in Barcelona. The 3-stripes also has also created a viral video to promote the game, which shows two players challenging each other to be crowned a legend.

Fast Fuels Danger was created by ad agency 180 Amsterdam, while the teaser videos were by production agency Knucklehead.

When a simple football idea meets Facebook, the outcome is efficient, global and impactful. Kudos to Michael Karlsson (Digital Brand Manager at adidas) who, with the help of ad agency 180 Amsterdam, gave life to this great activation.

Karl Lusbec


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