An ‘Unfair' thematic football tournament to generate buzz for the new predator boot
How we delivered 5-star experiences to 6K+ young football enthusiasts from 3 metro cities and garnered 10K+ digital impressions
Solution
A grand Unfair tournament to give 5-star experiences to young football enthusiasts, powered by focused digital amplification
We created a knock-out 5v5 football tournament in 3 metros revolving around the ‘Play Unfair’ theme as well as ‘Unfair’ game rules. The tournament was used as a medium to showcase the boot to its core TG, highlighting the nuances of the boot and its relevance.
Target Audience: Under 14 kids to Under 21 youth from A and A+, B+ schools & colleges (Also included Under 12 kids and 21+ adults in the Open Category)
Focus Cities: 3 metros - Delhi, Bangalore and Mumbai
Methodology:
1. Pre-event: Online/offline registration drive followed by team/category formation
2. Event:
- Games executed with special Unfair rules
- Unfair theme embedded across the venue
- Four experience zones at the venue for players and visitors with exciting challenges: ‘The Unfair Free Kick Challenge’, ‘The Unfair Control Challenge’, ‘The Mutator Zone’ & ‘The Lock challenge’
- Adidas ambassadors Robin Singh, Rowlin Borges & Eugeneson Lyngdoh were present at different venues to cheer participants
- Unfair trophies awarded to winning teams
Impact
Engaged 6K+ young footballers in 800 teams across 3 metros
Approx. 10k+ digital impressions through #PlayUnfair
The Adidas loyalty gets a boost
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