CHICAGO (AdAge.com) -- Every company wants its online videos to go viral, but few companies go so far as to actually give consumers an incentive for sharing. Adidas, however, is doing exactly that in a highly interactive push to promote its lightest-ever footwear and apparel lines over NBA Allâ€“Star Weekend.
The marketer will be airing a 30-second spot starring NBA star Dwight Howard that will encourage viewers to visit its website and YouTube channel, where they can access more content featuring Mr. Howard, including one video that will gradually unlock to reveal more content of the player the more times it's shared.
Adidas has also created a "Subservient Chicken"-style video of Mr. Howard dunking that shows him jumping as high (or as low) as consumers choose via a gaming-style grid control. (It's not easy to secure Mr. Howard's highest leap, however, and users who can't will get to watch him miss a dunk; if you manage to select the highest point on the grid, you get to see some of the jaw-dropping agility for which Mr. Howard is known.) A third video lets viewers watch one of Mr. Howard's dunks from five different angles.
Agencies 180, Los Angeles, and Riot, Amsterdam, are behind the effort, which can be found at youtube.com/adidasbasketball.
A YouTube spokesman said Adidas is the first marketer to tie access to content to the number of views a video draws on its service. "What we liked about what Adidas did is that they actually gave it a viral component," he said. "It's something new to say, 'We'll give you some interesting content, and, if you share it, we'll give you even more.'"
Ryan Morlan, director-global basketball communications for Adidas, said the company was looking to give consumers an incentive to share its content. "You can't just drop it out there and hope," he said. "You need a strategy. Every advertiser will tell you that building interactive content isn't easy, but, if you're going to really break through, you need to do it in a fresh way."