The campaign launched with an orchestrated media blitz: 10 teaser TVC’s ran 3-in-a-pod during NBA games. A ‘movie poster’ appeared as a gatefold in vertical basketball magazines. OOH and digital banners rounded out the touch points. All media drove to adidasbasketball.com. There, consumers could see all of the webfilms, interact with the Adidas voice and mobile application, read Q&A’s of their favorite NBA stars, view products and more.

Results exceeded expectations on all fronts. adidasbasketball.com experienced an influx of traffic. New visitors came in droves (90% had never visited before) and page views erupted (462% increase). But in measuring the success of the webfilms, the most telling statistic was how long the consumers stayed – with the average visitor spending over 7 minutes on the site (34% increase).From a client perspective, the work has received high praise. Within the Adidas organization the campaign is held up as the model of integrated advertising – and has set a new bar for measuring success.