Adidas’ "Desafio Tudo ou Nada" campaign ("Challenge All or Nothing") launching Thursday will test out a few new types of digital ads from Google. The World Cup sponsor relied on the help of Lew Lara/TBWA and Fri.to. in developing Web, mobile and video ads to support a microsite that doles out daily trivia questions and prizes to sports fans.
The idea behind the microsite and big media push is to extend the hype beyond the tournament and into new markets. “All of [the engagement] will happen in the context of the major soccer tournament, following the natural interest of our consumers and keeping the conversation live and interactive, beyond the 90 minutes of the game,” explained Rodrigo Messias, Adidas Brazil’s director of marketing.
Sports fans will be able to log in to the website on June 12 to answer five questions every day about Adidas-sponsored players and the World Cup. Google is, of course, plugging its own search engine as a resource if someone doesn’t know the answer to a question. Ten daily winners will receive prizes such as signed soccer balls, and the microsite also pulls in Google Street View maps that show all of the World Cup stadiums.
Creative on the ads driving traffic to the microsite use retargeting technology to mix up the ad’s messaging toward different groups. The first type of Google ad format—dubbed lightbox—is served only to first-time visitors to the microsite. The format expands after a mouse hovers over a display ad for two seconds. A map then pops up with a clue about the day’s trivia question, and people can answer directly from within the ad format.
Once someone has interacted with the lightbox ad, they will then potentially be served a second display ad that doesn’t expand and simply redirects to the microsite. Mobile banners are a part of the media plan, but these formats don’t use the retargeting technology since Internet cookies do not support mobile devices.
Adidas is also launching a new YouTube web series called The Dugout this week that broadcasts live from the games and features Brazilian football players. YouTube TrueView advertising will be used to promote these videos.
Whether "Desafio Tudo ou Nada" will help Adidas squeeze as much out of its World Cup sponsorship as possible while keeping Nike from getting all of the online attention remains to be seen, but the campaign is an interesting look at how marketers are stretching World Cup budgets this year with more digital components.