Game Apps Marketing Adidas Cross-Border Cooperation

Recently, Adidas released 2012 brand new ClimaCool breeze series running shoes. At the same time, im2.0 interactive marketing (hereinafter referred to as im2.0) was launched for Adidas mobile game App "Bao Qi Qi Bing".

Two days later, Apple's App Store sports free games list was second and the free game software list was forty-eighth.

When the new product was launched, it was promoted by a App as the center, and gained such a remarkable achievement: online only two weeks, the amount of downloading of "Bao Qi ice" quickly surpassed 100 thousand, and over 100 thousand forwarded on micro-blog platform, and the communication effect reached nearly ten million people. It is expected that nearly a million consumers will run excitedly in the activity cycle.

At the beginning of the project, Adidas hopes that after its target users download App, they can really run up and run out of fun and agree with the brand idea of "running away".

To this end, im2.0 will GPS real-time positioning and LBS function into App, showing the real-time location of the city's players in the real city map, so that players can interact with virtual characters and objects, and can catch up with the real players nearby.

At the same time, im2.0 also implanted the competition mechanism of prop grab, and combined with the most popular SNS sharing function to fully stimulate the game experience of App itself.

Adidas has attached great importance to the "App". It has built hundreds of pairs of ClimaCool cheap breeze running shoes with a price of nearly 1000 yuan for players to grab. In all the promotion channels it has mastered, the App has been launched around: the shopping mall Billboard and the subway station LED have been implanted with QR code, allowing consumers to download the App conveniently; the TV program "happy dig treasure" introduces the "treasure ice" App and related activities in depth; the product POSM has the QR QR, which is convenient for consumers to download, and even the most destructive energy ax in ice breaking props, it also needs players to get to more than 100 Adidas entities store offline.

The industry believes that this mobile real-time interactive game, not only for runners to provide a wealth of interesting cool running experience, but also profoundly changed the general consumer's cognition and feelings about running.

In the design of activities, "Bao Bao Qi Bing" used the world's hottest SOLOMO (Social/Local/Mobile) concept to extend user experience to offline stores or activities, reflecting the marketing value of mobile platforms.

Im2.0 interactive marketing CEO Dong Benhong said that socialization and mobile technology will soon become a popular trend in marketing. "Bao Qi Bing" uses the mobile App game to drive the mode of user participation. Through the ingenious game mechanism, it effectively solves the problem of how to bring users from line to line, and truly realizes the overall marketing effect of O2O (online to offline), which will become a new case of im2.0 in Social Mobile Marketing.

App is an innovative and successful attempt, with innovative design ideas, truly encouraging young people to invest in 360 degree ventilation and cool running ranks, and promoting the development and popularization of Adidas's 360 degree air breathing cool running healthy lifestyle.

As an interactive marketing partner of Adidas sports performance series (Adidas Performance), im2.0 shows the first-rate creativity and technological strength in the mobile terminal, and it is worth affirming.