Iris > 实例探究 > 贝克汉姆 X 齐达内：激发体育营销中的尊重和创造力

贝克汉姆 X 齐达内：激发体育营销中的尊重和创造力

适用功能

关于客户

阿迪达斯

挑战

由大卫·贝克汉姆 (David Beckham) 和齐内丁·齐达内 (Zinedine Zidane) 主演的阿迪达斯 2018 年世界杯内容的最后两期题为“创造尊重”和“创造者永不消亡”，向两位足球偶像展示了他们在赛场内外对彼此的尊重程度沥青。

解决方案

在“创造尊重”期间，他们赞扬了品格、左脚和右脚，以及一些无与伦比的方面，例如齐达内的世界杯奖牌和贝克汉姆不可触及的头发。在《创造者不死》中，齐达内以钦佩的目光注视着贝克汉姆，证明他并没有失去手感——一脚击中横梁。

运营影响

The innovative sports marketing strategy resulted in significant brand visibility and engagement for Adidas during the 2018 World Cup. The content featuring Beckham and Zidane resonated with the global audience, leading to millions of views and likes. The strategy successfully extended Adidas' proposition, 'Creativity is the answer', and demonstrated the power of creativity in inspiring others and bringing people together. The high engagement levels on the day of publishing also helped Adidas dominate internet conversations, thereby achieving its goal of owning the internet on the day of publishing.

数量效益