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adidas assembles mobile phone portal for WC
World Cup 2006 - 30 May, 2006
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The adidas global mobile football portal has become one of the most comprehensive leading in to the June start of the World Cup.
The adidas mobile football portal serves the United Kingdom, Germany, France, Italy, Spain and have now added China and the United States – with Canada and Chile soon to follow – to become one of the most driven global mobile portals in the world.
“adidas are the first brand to offer free Premiership alerts, results, tables and fixtures to users via mobile with many exclusive content partnerships, bringing many industry firsts to the mobile platform,” said Richard Prenderville, head of global media at adidas. “Our portal also offers consumers the opportunity to win fantastic prizes and download free premium content, such as wallpapers, videos, screensavers and ringtones.”
adidas estimates that there will be at least 500,000 visits, 1.5 million impressions and 600,000-plus downloads by the end of the World Cup, making adidas perhaps the most successful off-network mobile portal in the world.
“adidas understands the emotional tie to the mobile phone, and as such recognise its massive potential to reach people in a way previously unseen by marketing mediums,” Prenderville said. “The portal we have developed is not waving the adidas brand in our consumer’s face, but rather adding value to their lives by enabling easier and greater access to their passion – football. We’re very proud of the portal we have built, breaking many industry firsts in the process. Mobile is a very important medium to us, and part of our much broader digital strategy.”
adidas is the first sports brand to advertise on a cost-per-click model, place mobile banner ads on the Yahoo! mobile portal, display on-portal advertising on three of France’s largest mobile networks and a quarter page advertisment on MSN World Cup Channel.
The mobile portal was put together by digital mobile marketing agency Inside, with managing editor Dusan Hamlin.
The adidas mobile football portal serves the United Kingdom, Germany, France, Italy, Spain and have now added China and the United States – with Canada and Chile soon to follow – to become one of the most driven global mobile portals in the world.
“adidas are the first brand to offer free Premiership alerts, results, tables and fixtures to users via mobile with many exclusive content partnerships, bringing many industry firsts to the mobile platform,” said Richard Prenderville, head of global media at adidas. “Our portal also offers consumers the opportunity to win fantastic prizes and download free premium content, such as wallpapers, videos, screensavers and ringtones.”
adidas estimates that there will be at least 500,000 visits, 1.5 million impressions and 600,000-plus downloads by the end of the World Cup, making adidas perhaps the most successful off-network mobile portal in the world.
“adidas understands the emotional tie to the mobile phone, and as such recognise its massive potential to reach people in a way previously unseen by marketing mediums,” Prenderville said. “The portal we have developed is not waving the adidas brand in our consumer’s face, but rather adding value to their lives by enabling easier and greater access to their passion – football. We’re very proud of the portal we have built, breaking many industry firsts in the process. Mobile is a very important medium to us, and part of our much broader digital strategy.”
adidas is the first sports brand to advertise on a cost-per-click model, place mobile banner ads on the Yahoo! mobile portal, display on-portal advertising on three of France’s largest mobile networks and a quarter page advertisment on MSN World Cup Channel.
The mobile portal was put together by digital mobile marketing agency Inside, with managing editor Dusan Hamlin.
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