Golf Channel Should Look to Adidas to See How Real Time Is Done

In light of Golf Channel's "I Have A Dream" disaster this week, it's worth getting a close-up of Adidas' effort this summer during Singapore's air pollution problem that resulted from forest fires in the region.

The sneaker's marketing team hustled to give the city's joggers a utility—free gym passes—to help them stay healthy during the unfortunate environmental situation. Contrast the effort to Golf Channel's misfortunate attempt to glom on to the 50th anniversary of Dr. Martin Luther King's history-altering speech, and the Adidas "Haze Free" initiative looks like a ray of hope for the real-time marketing space.

Iris Worldwide, a creative agency for the brand that led the smart appeal, shared case study slides with Adweek that can give inspiration to marketers who want to react to news events with quickly organized brand messaging that leaves a lasting positive effect.

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The News Event Unfolds

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Brand Team Takes Action

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The Problem

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The Tagline

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Awareness Post on Facebook Does the Job

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‘Haze Free’ Launch Post

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News Event Escalates

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Upping Gym Passes in Response

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Social Media Chatter About the Effort

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Blogger Praise

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Branded Social Work—Online and Offline

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The Stats

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What Adidas’ Team Learned