Fans could enter the stadium using their Twitter credentials and could connect with other likeminded fans from the region to celebrate every moment of the game. We knew our audience were tied to their phones during games so we provided a forum to comment on the game, access statistics and receive updates – all at the very moment the games were being played. The conversations generated in the arena formed massive user generated content, and by using Twitter we were able to generate thousands of brand owned conversations. Each interaction earned fans points towards prizes from adidas.

The Arena brought a total of 1.3 million visitors, 2.2 million page views and 28,000 new Twitter followers to Adidas in just 4 weeks. * This was unprecedented compared to any other football portal in the region. And as curator of this virtual conversation, Adidas became the most talked about brand at The World Cup, across all social media platforms. ** Our research showed that fans viewed the Arena as an “authentic and real” experience, that improved their knowledge of the game – and in this region, where football knowledge carries great kudos - that is an extraordinary feat! ***

See Confidential Information for details