Adidas has long been an official sponsor of the Fifa World Cup, a partnership which provides the company with access to a massive market. To give you context, the 2010 World Cup in South Africa reached 3.2 billion people.
They have also had the honor and responsibility of engineering the official match ball for the Cup since 1970. After their design for the 2010 World Cup came under negative scrutiny, Adidas knew they had to deliver this year.
And did they ever. This year’s ball, titled Brazuca, has lead to a near 40% increase in goals scored during the group stage. It was even tested by NASA, and was seen to have the potential to fly faster at certain speeds compared to the previous model.
But its in-game performance isn't what got our attention, we instead were left grinning by its marketing personification. This year Brazuca came to life through twitter, where it now has its own account with 2.7 million followers! This brilliant tactic not only generates a ton of reach for the ball, but also creates an avenue for Adidas to partake in real-time marketing, which they have done, and done well.
Let’s take a look at a few examples:
Adidas took content marketing to a new level with Brazuca, and set a new standard for social interaction.
Are you following? https://twitter.com/brazuca
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