CASE STUDY: Driving awareness of adidas #takethestage campaign
Provided by Hill and Knowlton
Creating brand noise for adidas, raise awareness of the #takethestage campaign and the official team GB supporters product.
What was the Challenge / Background of the Campaign?
To create PR cut through in a landmark year for adidas, link a non Olympic athlete to the #takethestage campaign and drive desire/sale of supporters product range.
What was the Campaign Objective?
Hill+Knowlton Strategies were tasked with creating a stunt with brand ambassador David Beckham ahead of the London 2012 Olympic Games that would create some brand noise for adidas as well as raise awareness of adidas' #takethestage campaign and the official team GB supporters product.
What was the Solution?
A custom built photo booth was constructed in Westfield - Stratford City and unsuspecting members of the British public were invited to have their pictures taken, showing their support for Team GB. Sixty lucky people were then stunned as David Beckham appeared from a hidden section of the booth halfway through their photo session.
What were the Results?
The stunt delivered over 3.2 million YouTube views with over 36,000 people sharing the content, making it into the list of top 10 most shared videos in July. There were over 6,000 mentions of the campaign hashtag #takethestage and twitter history was made when David Beckham conducted a Q&A on the adidas twitter channel. Over 160 items of UK and global media coverage was generated including two national newspapers front covers and standout broadcast coverage on Good Morning America, ITV London Tonight and BBC.