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9B05A024

Brand in the Hand: Mobile Marketing at Adidas

Andy Rohm , Fareena Sultan , David T.A. Wesley

Case (Field)

Source : Northeastern University

VIEW PDF (2436 kb)

Publication Date: 9/26/2005
Version Date : 11/7/2005
The Global Media manager for adidas International is responsible for developing and championing a new marketing strategy at adidas called "brand in the hand" that is based on the convergence of cell phones and wireless Internet. The case presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that adidas launched in 2004, such as a mobile newsticker for the 2004 European soccer championship. The case then introduces a specific campaign - Respect M.E. - featuring Missy Elliott, a popular female hip-hop artist, and discusses the company's mobile marketing strategy to support MissyElliott's new line of sportswear. This case can be used to highlight the role of new technology in overall marketing strategy and integrated marketing communications.

Disciplines :	Marketing , International
Issue(s) :	International Marketing , Marketing Channels , Marketing Communication , Telecommunication Technology
Industry :	Apparel and other Finished Products
Setting :	USA/UK/European Union, Large organization, 2004
Difficulty :	4 - Undergraduate/MBA
Length :	25 pages
BestSeller :	2008; 2007

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