Title	GAMEDAYPLUS
Brand	ADIDAS
Product/Service	ADIDAS FOOTBALL
Category	A02. Non-Fiction: series or film
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 Content Director
Danny Bell	We Are Social	Executive Producer
John Crozier	We Are Social	Senior Account Manager
Daniele Santoro	We Are Social	Senior Account Executive
Jo Lumb	We Are Social	Producer
Robert Rafalat	We Are Social	Editor
James Harrison	We Are Social	Designer/Photographer
Jack Greenwood	We Are Social	Designer
Roman Kemp	We Are Social	Presenter
Layla Anna-lee	We Are Social	Presenter
Robert Hughes	Adidas Football Global	Pr/Social Director
Alan Mcgarrie	Adidas Football Global	Senior Pr Manager
Daniel Bulteel	Adidas Football Global	Senior Social Manager
Marc Makowski	Adidas Football Global	Global Sports Marketing/Asset Director Uefa

The Campaign

For the 2014/15 season, adidas Football gave fans exactly what they wanted: a UEFA Champions League YouTube magazine series with money-can’t-buy access to their favourite players and clubs, with 16 episodes translated into 19 languages. We celebrated the tournament in a way no other sponsor or broadcaster could as we delved deep into players’ worlds. We were in their favourite golf clubs, in their mates’ tattoo parlours and even in their bedrooms. Along the way, we landed one of the world’s biggest YouTube football influencers, the million subscriber duo The SkillTwins, to teach fans the latest tricks. We kept a laser guided focus on highlighting adidas’ UEFA Champions League sponsorship and their latest balls, boots and kits - showcasing them in an innovative way and revealing how these products defined the biggest moments in the tournament - linking to the adidas retail site throughout. Set up like a sports show, thinking like a news crew and with entertainment at its heart, the team was agile, responsive and editorially led. We even used WhatsApp to keep our reactions razor sharp. The show had 12 million views on YouTube alone, 87% of which were organic, with over 4 minutes average viewing time. We went global on Weibo, with a further 2 million shares. It’s been on screens in the stadiums on UEFA Champions League nights, it’s been on TV and all over the media, from global consumer titles to sports publications - even Match Of The Day Extra. It’s not just new. It’s defining the age of the brand as a broadcaster.

GamedayPlus became an anticipated part of millennials’ UEFA Champions League viewing habits. With the first series it scored over 12m YouTube views, of which 87% were organic views. It even went global on China’s microblogging site Weibo scoring over 2 million shares. While our influencer activation with the SkillTwins helped achieve a further 4 million views on their owned channels. Gamedayplus has been on screens in the stadiums on UEFA Champions League nights and broadcast in adidas stores around the world, including Japan, Middle East and more. Players like Morata and Ozil and clubs like C.F. Real Madrid and Chelsea FC loved the content so much that they shared it themselves. adidas had the largest share of voice of all UEFA Champions League sponsors with 58%. It’s been on TV and all over media, attracting organic press coverage in the Daily Mail, Metro, Marca, and Soccerbible - even existing football TV shows used our content, featuring in Match Of The Day Extra. There have been over 33,000 comments on the Gamedayplus YouTube videos. The target audience love it and are constantly demanding new episodes. So much so that adidas had no hesitation in investing more in a second series.

For the 2014/15 season, adidas Football gave fans a UEFA Champions League magazine series for the Vice generation on YouTube, with money-can’t-buy access to their favourite players and clubs. Hosted by our presenters, well-known YouTube stars themselves, selected for their audience relevance and global appeal. adidas produced one full Gamedayplus episode per game week, consisting of at least four segments, one native YouTube comments-based competition and links to adidas product pages. In total there were 16 episodes, 74 segments including one special for the launch of the new adidas X and Ace boots.