I outlined the importance of the Champions League final for football brands, especially for adidas and Nike. I also pointed out that the 2012 UCL final in Munich will be a 100% adidas event. The 3-stripes are surfing on a fully adidas branded event to launch a unique campaign with the tagline “Go all in for your team. Make your choice.” adidas is once again demonstrating its passion for football.
In the week prior to the UEFA Champions League Final, adidas will be transforming Munich’s much frequented pedestrian zone between Stachus and Marienplatz into the mile of decision-making. At more than 15 locations in the city centre, passers-by can and should show their colours:
“All in for Bayern Munich” or “All in for Chelsea”? The choice of the right coffee mug at McCafé, of the right staircase at Saturn, of the red or blue scoop of ice-cream or even of the corresponding velotaxi will be a clear decision for one of the two finalists. At the same time, the decisions of the fans will not go unnoticed.
With the help of automatic counting technologies and an Android app developed especially for this purpose, the so-called ‘choices’ will be counted and recorded in real time on the microsite adidas.com/uclfinal.
Anyone who cannot be there in person has the option of assigning an avatar which can represent users from all over the world and perform the desired actions. In this way, the constantly rising ‘football fever’ in the week before the Final will be felt not only in Munich, but all over the world.
Each evening from Wednesday to Friday, at 22.00, the results of the ‘choices’ will be presented by way of a spectacular 3D mapping projection that will be stunning to watch and impressive to listen to. The long-established fashion house in the heart of Munich came on board as the location for this spectacular event by virtue of its enthusiasm for art, culture and the city of Munich. [Source: adidas.com]
Strong example of how a brand can take full ownership of an event, engage with fans in the coolest possible way.