Adidas leveraged spiking American Football interest around the Big Game through a digital-first campaign led by athlete ambassador Patrick Mahomes – the most hyped player ahead of Super Bowl LV.
The ‘Mahomes Zone’ spot showcases the star’s creativity and vision and suggests that, when it comes to the red zone, he defies the laws of physics.
The hero video seeks to drive viewers to the web-based Mahomes Zone itself where they can enter two game-related competitions.
A list-building drive invites people to enter their email on the site for the chance to win an adidas football signed by Mahomes.
A second in-game initiative asks fans, for every minute Mahomes has possession of the ball during the game, to tweet the hashtag #mahomeszonesweepstakes and tag @adidasUS to be entered into a contest to win a $1,515 credit to adidas.com.
The ‘Zone’ also promotes the sportswear’s brand’s signature Mahomes apparel range and funnels viewers into the product online purchasing platform.
Comment:
With 2m YouTube views of the hero spot on adidas’ channel within 24 hours of it being posted, it is clear that excitement around the Kansas City Chiefs’ quarter back is sky high.
Links:
Adidas
https://www.adidas.com/us/patrick_mahomes
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