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URL: http://www.adidas.com/originals/uk/
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Key Industries:
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Clothing
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Entertainment & Leisure
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Retail
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Key Sectors:
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Social Media
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Video
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Viral Marketing
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adidas: Star Wars
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Brief
• adidas Originals launch Star Wars Collection Jan 2010
• Supported by 60 second film with intergalactic cast
Strategy
• Seed ‘cool’ content to hipster, geek and retro communities in well-contextualised environments
• Influence the influencers
Execution
• Bespoke programme to identify and contact influential bloggers
• Editorial placements on Popwhore, Trendland, Prozac Champagne and 40 other sites
• Home page editorial placement on NME
• Mobile distribution on GetJam apps targeting 16-24’s
Results
• 1.2 million UK plays
• 900 blog posts, 2,000 tweets and 15.000 Facebook shares
• #1 on YouTube and #1 on Viral Video Chart
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