To hit long hashtags out of the park, adidas Cricket presents:

The World’s Shortest Hashtag - #III.

It’s cricket in three characters – III.

A hashtag so short that fans can express themselves better.

The world’s first hashtag that visually represents the sport it has been created for - Cricket.

The world’s first hashtag that visually depicts the brand itself - adidas.

The one thing that defines great design is simplicity.

The core of this idea and its usage is so simple and so unique - to the brand, its product and the sport. The letter 'I' when placed one after another, three characters on a keyboard creates the unique symbol of Cricket - Three Stumps and visually depicts the brand - adidas.

Materials and style elements:

Three lines never had so much meaning when placed one after another on a social media posting screen while typing a post to express yourself.

The idea empowered cricket crazy fans to adopt and use it when talking about the game.

Scale:

It's not a campaign, it's an idea for life. An idea that creates unique brand identity for adidas cricket online. III is Cricket. III is adidas.

In the first 20 days, the adidas #III campaign’s social content generated more than 5,000 pieces of branded content which in turn garrnered 81.4 million impressions, including 60.2 million coming directly from the hashtag #III alone.

The idea generated close to 3 million social engagements (2.4 million total video views) which in turn allowed adidas Cricket to leap-frog ahead of competition by 36X (Facebook PTAT for same period, April 2017 – Image attached to support this insight).

Many leading social influencers talked about adidas #III along with cricket assets frequenting usage of #III and pictures among their social feeds.