The 2012 Champions League final, the highlight of the European football season, took place in Munich, Germany, when Bayern Munich faced off against Chelsea FC.

adidas, a partner of the UEFA Champions League and a sponsor of both competing teams, used the event as a communicative platform to make it the biggest Champions League final of all time. Even bigger than the actual game in the stadium itself. Additionally, adidas highlighted its “all in” claim by inviting everyone in Munich and around the world to participate in a competition. In doing so, adidas took fans’ rivalry to the next level.

The campaign was launched via city light posters, blow-ups, guerilla posters, radio co-op and YouTube teaser. The motto 'Go all in for your team. Make your choice.' invited everyone to take part in a competition by making 'choices'.

Every decision was shown in real time on the Adidas Reality clickrate – an innovative counting system that made fans’ leanings highly visible. Adidas gave fans who couldn’t make it to Munich the chance to participate online by using real fan avatars.

Intermediate results were shown every night as a 3D video projection in the city centre of Munich.

By letting everyone in the world participate in this competition and by combining various media channels, adidas became the symbol of pure soccer enthusiasm. In addition to that adidas gave everyone an insight into what football is really all about: Going all in for your team.

The campaign got over 330,000 fan votes and reached more than 27m PR contacts. It generated more than 19m contacts via TV and radio plus 7m via online and print media. More than 140,000 unique users visited the microsite. Last but not least: adidas got 90,000 new likes on Facebook.