adidas

Runners race to digital

The Results

  • 12% increase in year-on-year sales of adiStar, Supernova and Response running ranges
  • One in nine adidas customers (11%) participated (twice as many as expected)
  • Nearly one in four participants (38%) referred others to the site, with around two in five (18%) of this group referring more than one person
  • More than one quarter (27%) of all registrants participated in the Community section of the website
  • Winner of the NZ Direct and Interactive Marketing’s Grand Prix RSVP Award

The challenge

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.

How Touchpoint technology helped

Database management: enables adidas to manage data (individual participants and profiles); the community (bulletin board participation); segmentation and filters (mapping personal profile fitness and nutrition schedules).

Site management: allows for the management of web forms (general web forms) and site content.

Campaign management: allows adidas to create and execute multichannel campaigns that their consumers can interact with in real time including messaging (email and text) and promotions (unique code management).

Reporting: real time reporting provides a dashboard view of databases and campaign participation, and can be used to track consumer behaviour.

 


Brand
adidas

Campaign
adiRun.co.nz

Channels
  • Web
  • Mobile
  • Email

Business partner
Tequila

Other agency
Shift (design agency)

Target audience
Purchasers of running shoes, particularly runners with training goals, and existing owners of adidas runners.