adidas NZ supercharges Super Rugby season through integrated campaign via iris worldwide
adidas has kicked off the 2012 Investec Super Rugby season with an integrated campaign via iris Worldwide.
The All Blacks were crowned World Champions in 2011. In 2012, those same players face off against each other for their Super Rugby teams. The print and outdoor executions play up the supercharged nature of these personal rivalries. Closer to store, a support execution tactically asks fans ‘take sides’ with a player from the local Investec Super Rugby rugby team.
View the Campaign microsite
Online, the campaign looks at the importance of music in individual players’ game preparation. A series of 5 online films goes inside the locker rooms, where some of the biggest names in rugby speak candidly about what they’re playing before the game. Visitors can listen to the tracks online, with New Zealand fans able to download free tracks by local artists.
The campaign uses facebook and twitter to keep the conversation going as the entire season unfolds.
Says Grant Hunter, iris APAC regional CD: “All supercharged is a great example of a participation platform where we’re rewarding fans for their interaction with compelling content. We’re delighted to be working on this project to build the Super Rugby proposition over the next 3 years. It’s yet another example of our partnership with adidas across the APAC region.”
1 Comment
That’s fantastic. Great video content, YouTube teaser is tops.