Title	#ALLIN OR NOTHING
Brand	ADIDAS
Product/Service	ADIDAS FOOTBALL
Category	A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA
Entrant Company	WE ARE SOCIAL London, UNITED KINGDOM
Contributing Company	WE ARE SOCIAL London, UNITED KINGDOM
Media Agency	CARAT London, UNITED KINGDOM

Name	Company	Position
Aisling Mccarthy	We Are Social	Group Account Director
Joe Weston	We Are Social	Account Director
Gareth Leeding	We Are Social	Creative Lead
Ollie Olanipekun	We Are Social	Creative
John Crozier	We Are Social	Senior Account Manager
Chris Nee	We Are Social	Editor
Daniele Santoro	We Are Social	Account Executive
James Harrison	We Are Social	Designer
Jack Greenwood	We Are Social	Junior Designer
Joe Faul	We Are Social	Research/Insight Director
Andreas Plastiras	We Are Social	Senior Research/Insight Analyst

The Campaign

This was a global campaign, executed on social media.

Results

adidas Football attacked FIFA World Cup 2014 head-on in social and lived its message to land its message: #allin or nothing. The social objective: be the most talked about brand at the World Cup. An hour-by-hour, platform-by-platform editorial calendar identified every possibility as early as December. The calendar and a Content Bible containing thousands of content tools became the foundations of adidas Football’s seamless World Cup storytelling. We built a world class team of football experts and obsessives, who worked for six months to create those tools, flying all over the world at a moment’s notice to shoot the best players in the world. By May, the planned content pieces were organised in the editorial calendar and a huge bank of raw content tools - covering every competing nation and the best footballers in the world - had been developed, ready to create reactive executions at the rippling of a net. At Posto adidas in Rio de Janeiro a fully integrated global and local real-time marketing team created and executed reactive content that was live in social within seconds - and in digital and OOH within minutes. World Cup products dominated the spotlight for the duration of the tournament. adidas’ #allin or nothing’s visual identity was based on the design of its World Cup Battle Pack boots. The official match ball, Brazuca, was given a voice and became a star; over 3.3 million people followed the Twitter account. We gained almost 6 million new fans across our global social channels. 967,000 hashtag uses - 3 times more than any other brand. 1.7 million brand mentions on Twitter - 22% higher than our sports brand competitors. And, crucially, became the most talked about brand at the World Cup.

An hour-by-hou, platform-by-platform editorial calendar, planned out six months in advance, helped us create a seamless #allin or nothing story from hundreds of disparate moments. Thousands of 2D and 3D tools were created and organised into a fully coded Content Bible, ready for reactive moments during the World Cup. Images and pre-shot reactive videos were published on our social channels within seconds; within 15 minutes the key real-time reactive tools had been created, delivered and executed for digital and OOH in local markets. adidas celebrated the biggest World Cup moments online and offline, all over the world, in an instant.

When the results were in, adidas won the World Cup, with: - 1,700,000 million brand mentions on twitter (22% higher than our sports brand competitors) - 967,000 hashtag uses on Twitter (3 times more than any other brand) - 32,000,000 views of our tournament content on YouTube - 246,000 subscribers added to our YouTube channel (making us the fastest growing brand on YouTube) - 5,970,000 fans added to our global social channels (YouTube, Twitter, Facebook, Google+, Instagram and Tumblr) Crucially, adidas was the most talked about brand at the World Cup.