RUNNERS RACE TO DIGITAL
Interactive campaign brings whole new dimension to running
| Brand: |
adidas |
| Campaign: |
adiRun.co.nz |
| Channels: |
Web; SMS/Text messaging; Email |
| Touchpoint business partner: |
Tequila |
| Other agencies: |
Shift (design agency) |
| Target audience: |
Purchasers of running shoes, particularly
runners with training goals, and existing owners of adidas
runners. |
Introduction
adidas was looking for something different to convince customers
that they genuinely understood the emotional and physical commitment
required to be a runner. In creating adiRun.co.nz – an adidas
world-first and online portal for runners – the sportswear
giant’s sales leapt 12 percent. Getting there required a
smart combination of interactive marketing technologies to inspire
participation and grow a community of like-minded souls. Touchpoint
delivered the interactive marketing technology platform and, with
agency partner Tequila, helped their client, adidas, scoop the
industry’s 2006 RSVP Grand Prix Award.
Campaign snapshot
Each customer who purchased products from select adidas ranges
received a unique activation code that gave them access to www.adirun.co.nz – an
online portal for runners. Using the code users could register
their details online to receive 12 week training and nutrition
programmes, written by experts and tailored to their individual
needs.
An email delivered each week’s unique training programme
as well as nutritional tips and advice, while monthly text messages
provided support and motivation to keep participants on track.
An online forum enabled users to communicate, find running buddies
and share stories with each other – creating the adiRun community.
Campaign results
adiRun.co.nz delivered a response that exceeded expectations:
- One in nine (11%) adidas customers participated in adiRun.co.nz
(twice the expected)
- Year-on-year sales of adiStar, Supernova and Response running
ranges increased 12 percent
- Nearly one in four (38%) participants referred others to the
site; and approximately two in five (18%) of this group recommended
adiRun.co.nz to someone else again
- More than one quarter (27%) of all registrants participated
in the Community section of the website
- The campaign won the 2006 Grand Prix RSVP award
Touchpoint interactive technology modules:
- Database Management, including Data Management
(individual participants and profiles); Community Management
(bulletin board participation); Segmentation and Filters (mapping
personal profile fitness and nutrition schedules)
- Site Management, including Web Forms (general
web forms); Content Management
- Campaign Management, including Messaging (email
and text); Promotions (unique code management)
- Reporting, Real-time Reporting (dashboard
view of database and campaign participation and portal behaviour)
|
