Adidas' World Cup Promotion Took Flight With Google Earth

Carat Claims Effort in Australia Was a First to Use Satellite Service

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Brand: Adidas
Brand owner: Adidas
Product category: Accessories/Clothing/Footwear
Date: December 2005-January 2006
Country: Australia
Media Agency: Carat
Other Agency: Smart, Sputnik Agency

It seems that Google's ambitions know few bounds, just like its share price. This campaign shows that as the internet giant expands it creates new opportunities for fast-thinking media planners.

While "search" is the main breadwinner for the global giant, its other innovations also offer enticing media platforms. Google Earth -- the satellite photography application that allows consumers to get a bird's-eye view of the world -- was harnessed by Adidas in Australia to promote it pre-football World Cup activity.
Adidas' effort hyped not only interest in the World Cup but also promoted its new ball for the games.
Adidas' effort hyped not only interest in the World Cup but also promoted its new ball for the games.

Consumers were asked questions about a series of global football stars while Google Earth hops between relevant locations to give clues as to the answer or the personality of the star in question.

The aim was also to communicate Adidas' sponsorship of the official match ball in the upcoming World Cup. The Adidas competition was promoted online, using display formats, e-mail marketing and blog seeding to encourage interaction. In just over a month more than 3,000 consumers connected to the quiz.

Carat claims a global media first for running a campaign that utilized the Google Earth platform and other brands have since taken up the challenge. In 2006, Fiat and TestawebEdv also linked to the platform to create Sedici Contest, designed to celebrate the Winter Olympics, which took place near Turin, where Fiat is headquartered.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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