adidas: Gameday Plus – a new way to build an audience

adidas, the sports brand, used the power of episodic YouTube content to strengthen its associations with the UEFA Champions League and engage a hard-to-reach, young football audience.

Executive Summary

Campaign run dates: Sept 2015 – May 2016

Media budget: €395,174

This case study shows how adidas Football used the power of episodic YouTube content to not only strengthen its associations with the UEFA Champions League, but to also build, engage and sustain a hard-to-reach, young football audience.

A case study that introduces the creation of the world's first brand-owned online football show: Gamedayplus. An innovative editorially-led content approach that helped adidas to create a non-intrusive advertising model that did not wear out, giving fans unrivalled access to unique football experiences.

In this paper we show how episodic...

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