adidas – 12th man online marketing campaign
adidas asked us to create an online marketing campaign that could go viral to promote the launch of their new Chelsea FC shirt.
Knowing that most fans dream of playing for their team, we created the 12th Man concept. It included a ‘money-can’t-buy prize’ as a reward for visiting a bespoke microsite, buying a shirt and answering a question – for the chance to win their dream.
The interactive experience starts with an email that asks your name and what type of player you are. It then builds into a bespoke first-person video, welcoming you at the players’ entrance, before entering the changing rooms to be shown your own personalised shirt by Frank Lampard.
The online video concludes with a chance to be on a wall of fame and a link to buy the new Chelsea shirt.