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Product Details

9B07A016

The 2006 World Cup: Mobile Marketing at adidas (A)

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

Case (Field)

Source : Northeastern University

VIEW PDF (229 kb)

Publication Date: 10/4/2007
The manager of Mobile Media for adidas International is debating what to do, given the sparse amount of traffic to date at the adidas FIFA World Cup mobile portal. By February, there had been only 3,000 visits to the mobile site, compared to the one million visits predicted earlier based on the previous success of a Lucas Films Star Wars mobile campaign. Given that the World Cup is a global event viewed by millions of people in person and more than one billion TV viewers worldwide, it represents a global stage for adidas to promote its brand and communicate its continued involvement and leadership in the sport of football. The manager of Mobile Media is worried that the brand's mobile efforts for this major event could fail miserably.

Disciplines :	Marketing , International
Issue(s) :	International Marketing , Marketing Channels , Marketing Communication , Telecommunication Technology
Industry :	Apparel and other Finished Products
Setting :	European Union;China, Large organization, 2006
Difficulty :	4 - Undergraduate/MBA
Length :	14 pages

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Related Products:

	Teaching Note: 8B07A16 (7 pages)
	Use with : The 2006 World Cup: Mobile Marketing at adidas (B)