Title	GAMEDAYPLUS
Brand	ADIDAS
Product/Service	ADIDAS FOOTBALL
Category	C03. Other Consumer Products (incl. Durable Goods)
Entrant Company	WE ARE SOCIAL London, UNITED KINGDOM
Advertising Agency	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

Brief Explanation

adidas’ target age group were being underserviced by football content online and on TV. We knew that 27% of all YouTube viewing time is sport, there was 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. This was an opportunity to lead the way in engaging with the community in a premium way. So, 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/brand messages.

Results and Effectiveness

GamedayPlus has 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. It went global on Weibo scoring over 2 million shares. Our influencer activation with the SkillTwins achieved a further 4 million views on their owned channels. There have been over 33,000 comments on the Gamedayplus YouTube videos. adidas had the largest share of voice of all UEFA Champions League sponsors with 58%. It’s not just new. It’s defining the age of the brand as a broadcaster.

Creative Execution

One fill Gamedayplus episode was produced 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.

Insights, Strategy and the Idea

Our millennial target audience is hungry for content and consumes media in a new way – they don’t just watch their football content on TV, they use games consoles, tablets, mobiles and desktop. With GamedayPlus we created an appointment to view – a time where people would know that new content was coming and understand that adidas was the first place to get Champions League football that week. Research informed the launch time; instead of going out on the day of the games, content would be pushed out the evening before the first fixtures.