Mobile case study: Adidas “Light You Up” campaign

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Adidas ran this mobile campaign to promote its latest football boots. Mullen’s mediahub worked with Millennial Media to target users across multiple mobile platforms, inviting them to the Adidas’ “Light You Up” promotional light show. To cap off the event, footballer Lionel Messi joined everyone at New York City’s Penn Station. This is a great example of how location based targeting can be used with mobile video to reach local users with relative and time sensitive messages in order to drive foot traffic to an event. Banner ads engaged nearby users to click through to the landing page to see event information.

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Brand: Adidas | Sector: Sport, Clothing | Country: US | Objective: Build brand enagagement, drive sales | Agency/ Partner: Millenial Media | Format: Video, Live Event, Display Advertising, Outdoor

The event drew thousands of attendees from the surrounding area. Increase Foot Traffic: Adidas, in collaboration with Mullen’s mediahub worked with Millennial Media to target users across multiple mobile platforms, inviting them to the Adidas’ “Light You Up” promotional light show.

The event featured Argentinian soccer player Lionel Messi at New York City’s Penn Station, and promoted the launch of the new Adidas Adizero F50 soccer cleat.

Location Based Targeting: Adidas targeted all users within a 3-mile radius of Penn Station in the hours prior to the event. Millennial Media’s targeting capabilities made it possible to reach thousands of users in the 3-mile radius of Penn Station in real time.

Mobile Video: Static banner ads read “Adidas and Messi – After Dark Tonight.” When consumers clicked on the banner they were taken to a landing page where there was a promotional video describing the event, the location and the time.

“With the addition of mobile advertising for the “Light You Up” event promotion, Adidas was able to reach local users with a relative and time sensitive message and drive foot traffic to the event.” ~ Gina Preziosa, VP, Group Media Director, mediahub/Mullen

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