One lucky U.S. high school team will soon be equipped with new pairs of Adidas football cleats, thanks to the power of the hashtag.
In a campaign that launched two weeks ago, Adidas announced it will reward one of 16 high school teams chosen nationwide with new shoes. The campaign, which runs like a March Madness bracket, asks high school football players across the U.S. to vote for the most cleat-worthy of 16 schools over Twitter and Facebook. As such, Adidas is counting on kids to do their marketing for them: Friends will nominate friends from other high schools to spread the word organically, and the spirit of competitiveness will inspire others to vote against their rivals.
“What we know is that if we provide them something they’re interested in, they’ll become PR machines in their local areas,” said Jeremy Darlow, Adidas’ senior brand and digital marketing manager. “By giving them the nugget that they want — every kid wants their team to have their best gear — it expands from there. They spread the word to the degree that they can never do.”
So far so good: Eight high school teams remain out of the original 16, and there are two weeks left to vote for a winner.
In order to ensure high school football players were the only ones voting, Adidas uses a mobile-oriented click-to-buy platform, Chirpify, which sends out automatic responses to high schoolers that have voted with both the #adidaszero and #vote hashtag. The #vote hashtag works like a beacon to signal Chirpify to send out a response to the high schooler voters.
Once they receive the response, the high schoolers are then prompted to sync their Facebook profiles and provide data about themselves in order for their vote to count, including age, name, email and team they’re voting for.
“The opportunity came up because we wanted to make sure we were targeting high school football players,” said Darlow. “It’s a niche audience, and the promotion is only to kids who play football in high school. If we’d said, ‘Enter here’ or ‘Go to this .com,’ we wouldn’t have gotten as much engagement. We’re doing it in the spaces where the kids are — on their phone more than anything at this point.”
Adidas has used Chirpify before, most recently in December, when it was promoting its striped Carmouflage cleats in an enter-to-win contest.
Within two weeks of launching the campaign, Darlow says Adidas added more than 100,000 new Facebook followers. On Twitter, Adidas saw more than 2,200 hashtagged tweets. Adidas’ Football Facebook page posts garner several hundred likes and comments a piece; on Twitter, the tweets promoting the contest receive between 20 and 80 retweets. In terms of conversions and those voted so far, Darlow wouldn’t give data but said the social tool is working “extremely well.”
Arm & Hammer enlists TikTok influencers to help millennials, Gen Z with holiday laundry
Arm & Hammer is looking to stand out on TikTok during the holidays by creating content in collaboration with actor, cook and dad David Burtka and other influencers.
Why Shutterstock is betting on generative AI for the future of stock images
Shutterstock has begun experimenting with using generative AI, an emerging innovation that lets people enter text-based “prompts” to generate unique computer-made digital images.
Foot Locker is showcasing staffers, popular musicians through social media and digital out-of-home to appeal to Gen Z
The shoe store chain is doing so in order to strengthen the relationship between the company, its employees and its consumers, all while celebrating and driving sneaker culture globally.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Member ExclusiveDigiday+ Research check-in: Brands know recession is ahead, but are hopeful it will be shallow
Brands are showing a mix of pessimism and optimism when it comes to a recession -- most believe a recession is coming, but they also think it will be shallow, according to a Digiday+ Research survey.
Why the World Cup adds to, rather than eases, all that ails Twitter
User conversations might be on the up, but the platform is still an advertising ghost town, despite the fact that the biggest sporting event in the world is happening now.