The campaign consisted of an online launch film and a series of reactive social executions. Each was comprised of a shot of one or more adidas players or products, the Unlock The Game lockup and a reactive headline. These headlines referenced real time events before, during and after key games.

When one of our players unlocked a game by scoring, we fast-tracked the production process to respond, seconds later with a provocative execution. So when David Silva unlocked a tight game against title rivals Liverpool, we posted an execution with the headline “worth his weight in Silva” just seconds later.

By speaking to fans in the right way at exactly the right time, we were able to harness the vast social conversation around the title race and make Adidas a key part of it.

In just 4 weeks:

- Over 67 million Twitter impressions

- Over 20,000 uses of the #unlockthegame hashtag.

- 300% rise in social engagement

- $0 spent on media