| Title | GAMEDAYPLUS |
| Brand | ADIDAS |
| Product/Service | ADIDAS FOOTBALL |
| Category |
E01. Social Video |
|
Entrant Company
|
WE ARE SOCIAL London, UNITED KINGDOM
|
|
Advertising Agency
|
WE ARE SOCIAL London, UNITED KINGDOM
|
|
Media Agency
|
CARAT London, UNITED KINGDOM
|
Credits
| 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 |
Creative Execution
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.
Subtitles for the show were translated into 19 languages including Chinese, Russian and Brazilian Portuguese, to ensure a globally relevant show was delivered.
Each episode was supported with trailers - 30 second edits for YouTube that were also provided as native uploads to Twitter and Facebook platforms.
GamedayPlus became a much-anticipated part of millennials’ viewing habits. With the first series it scored over 12m YouTube views, of which 87% were organic. On China’s microblogging site Weibo, it had 2 million shares. Influencer activation with the SkillTwins helped achieve a further 4 million views on their owned channels.
adidas had the largest share of voice of all UEFA Champions League sponsors with 58%. It’s been on TV and all over the media - even existing football TV shows used our content, featuring in Match Of The Day Extra.
There have been over 33,000 comments on the YouTube videos.
adidas wanted to celebrate its UEFA Champions League sponsorship globally in an innovative way, raising the profile of the brand amongst 14-19 year olds.
adidas’ target age group were being underserviced by football content online and on TV. But we knew that 27% of all YouTube viewing time is sport - there is an appetite for this content online.There was an opportunity for adidas to create its own stories and use them to entertain fans and build its brand. YouTube creators are producing a new type of media – content that is YouTube specific. This was an opportunity to lead the way in engaging with those communities in a premium way.
It was decided that adidas would deliver a globally relevant Champions League show that would show the brand off as the lead sponsor of the tournament and deliver key product and brand messages.