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# Allin 或 Nothing
案例简介：执行 一个小时一小时的编辑日历成为阿迪达斯无缝世界杯讲故事的基础，一系列内容工具覆盖了每个竞争国家和世界上最好的足球运动员。一个集成的实时营销团队创建并执行反应内容，这些内容在几秒钟内就可以在社交中直播，在几分钟内就可以在数字和户外活动中直播。粉丝们将我们的内容作为荣誉徽章分享 -- 首先做出反应对阿迪达斯的成功至关重要。休息区是我们在 YouTube 上直播的节目，一些世界上最受欢迎的玩家接受了采访，并全程报道，以一流、及时的在线视频内容回应当天的活动。 结果 阿迪达斯是世界杯上被谈论最多的品牌。根据 ListenFirst 的分析，阿迪达斯是世界杯期间推特上被谈论最多的品牌，在跨平台社区增长方面远远超过了其他赞助商。Adobe 的研究发现，阿迪达斯获得的与锦标赛相关的社交媒体轰动比其最接近的体育品牌竞争对手多 71%。阿迪达斯的全球社交渠道增加了 597万粉丝，提高了知名度和知名度。该品牌在推特上获得了 170万的品牌提及 (比我们的运动品牌竞争对手高出 22%)，超过 900 的活动标签。 战略 阿迪达斯的目标是成为世界杯社交网站上最受关注的品牌。关键的焦点是全世界 14-19 岁的年轻人，但是我们需要吸引足球狂热分子、那些有兴趣的人、数字本地人以及甚至可能没有推特账户的人。2013年12月世界杯一抽签，我们就有一个编辑日历，列出了每一个固定的，每一个可能的故事，每一个预期的机会,从 5 月底到 7月年中，世界杯前的六个月都是通过细致的计划将阿迪达斯的信息 -- 无论是阿林还是一无是处 -- 带到生活中。我们用这个信息来传达这个信息，预测不可预测的事情会准备偷走一个瞬间，让阿迪达斯成为锦标赛中最受关注的品牌。
# Allin 或 Nothing
案例简介：Execution An hour-by-hour editorial calendar became the foundations of adidas’ seamless World Cup storytelling, with a bank of content tools covering every competing nation and the world’s best footballers. An integrated real-time marketing team created and executed reactive content that was live in social within seconds - and digital and OOH within minutes. Fans shared our content as badges of honour - being first to react was crucial to adidas’ success. The Dugout was our live-streamed YouTube show with some of the world’s best-loved players interviewed and featured throughout, responding to the day’s events with first class, timely online video content. Outcome adidas was the most talked about brand at the World Cup. According to analysis from ListenFirst, adidas was the most talked-about brand on Twitter during the World Cup and far outpaced other sponsors in cross-platform community growth. Research from Adobe found that adidas achieved 71% more tournament-related social media buzz than its closest sports brand competitor. Adidas gained increased awareness and visibility with 5.97 million fans added to its global social channels. The brand gained 1.7 million brand mentions on Twitter (22% higher than our sports brand competitors), and over 900K mentions of the campaign hashtag. Strategy Adidas’ objective was to become the most talked about brand on social at the World Cup. The key focus was on 14-19 year olds worldwide, but we needed to appeal to football fanatics, those with a passing interest, digital natives and people who may not even have a Twitter account. As soon as the World Cup draw was made in December 2013 we had an editorial calendar that mapped out every fixture, every possible story, every anticipatable opportunity, from the end of May to the middle of July.The six months before the World Cup were spent bringing adidas’ message - #allin or nothing - to life through meticulous planning. We lived the message to land the message, predicting the unpredictable to be ready to steal a single moment and make adidas the most talked about brand of the tournament.
#allin Or Nothing
案例简介：执行 一个小时一小时的编辑日历成为阿迪达斯无缝世界杯讲故事的基础，一系列内容工具覆盖了每个竞争国家和世界上最好的足球运动员。一个集成的实时营销团队创建并执行反应内容，这些内容在几秒钟内就可以在社交中直播，在几分钟内就可以在数字和户外活动中直播。粉丝们将我们的内容作为荣誉徽章分享 -- 首先做出反应对阿迪达斯的成功至关重要。休息区是我们在 YouTube 上直播的节目，一些世界上最受欢迎的玩家接受了采访，并全程报道，以一流、及时的在线视频内容回应当天的活动。 结果 阿迪达斯是世界杯上被谈论最多的品牌。根据 ListenFirst 的分析，阿迪达斯是世界杯期间推特上被谈论最多的品牌，在跨平台社区增长方面远远超过了其他赞助商。Adobe 的研究发现，阿迪达斯获得的与锦标赛相关的社交媒体轰动比其最接近的体育品牌竞争对手多 71%。阿迪达斯的全球社交渠道增加了 597万粉丝，提高了知名度和知名度。该品牌在推特上获得了 170万的品牌提及 (比我们的运动品牌竞争对手高出 22%)，超过 900 的活动标签。 战略 阿迪达斯的目标是成为世界杯社交网站上最受关注的品牌。关键的焦点是全世界 14-19 岁的年轻人，但是我们需要吸引足球狂热分子、那些有兴趣的人、数字本地人以及甚至可能没有推特账户的人。2013年12月世界杯一抽签，我们就有一个编辑日历，列出了每一个固定的，每一个可能的故事，每一个预期的机会,从 5 月底到 7月年中，世界杯前的六个月都是通过细致的计划将阿迪达斯的信息 -- 无论是阿林还是一无是处 -- 带到生活中。我们用这个信息来传达这个信息，预测不可预测的事情会准备偷走一个瞬间，让阿迪达斯成为锦标赛中最受关注的品牌。
#allin Or Nothing
案例简介：Execution An hour-by-hour editorial calendar became the foundations of adidas’ seamless World Cup storytelling, with a bank of content tools covering every competing nation and the world’s best footballers. An integrated real-time marketing team created and executed reactive content that was live in social within seconds - and digital and OOH within minutes. Fans shared our content as badges of honour - being first to react was crucial to adidas’ success. The Dugout was our live-streamed YouTube show with some of the world’s best-loved players interviewed and featured throughout, responding to the day’s events with first class, timely online video content. Outcome adidas was the most talked about brand at the World Cup. According to analysis from ListenFirst, adidas was the most talked-about brand on Twitter during the World Cup and far outpaced other sponsors in cross-platform community growth. Research from Adobe found that adidas achieved 71% more tournament-related social media buzz than its closest sports brand competitor. Adidas gained increased awareness and visibility with 5.97 million fans added to its global social channels. The brand gained 1.7 million brand mentions on Twitter (22% higher than our sports brand competitors), and over 900K mentions of the campaign hashtag. Strategy Adidas’ objective was to become the most talked about brand on social at the World Cup. The key focus was on 14-19 year olds worldwide, but we needed to appeal to football fanatics, those with a passing interest, digital natives and people who may not even have a Twitter account. As soon as the World Cup draw was made in December 2013 we had an editorial calendar that mapped out every fixture, every possible story, every anticipatable opportunity, from the end of May to the middle of July.The six months before the World Cup were spent bringing adidas’ message - #allin or nothing - to life through meticulous planning. We lived the message to land the message, predicting the unpredictable to be ready to steal a single moment and make adidas the most talked about brand of the tournament.
# Allin 或 Nothing
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#allin Or Nothing
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