Winning the 2010 World Cup in the Digital Space

7.2010 | EMEA

In the summer of 2010, Adidas had the key objective to "win the World Cup‟ in core digital channels that were heavily consumed by the target audience, and to become the most talked about sports brand of the 2010 World Cup. MetrixLab measured the brand impact in the UK:

  • 85% of those exposed to the YouTube ads linked Adidas to the World Cup (vs. 79% of those unexposed)
  • 65% perceived Adidas to be an innovative brand (vs. 56% of those unexposed)
  • When asked, "when you think of the World Cup which brands come to mind?", 52% said Adidas (spontaneous awareness) vs. 41% of those unexposed
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