Certain key players, famed for making a difference in tight games, wear Adidas boots. So we came up with creative executions that would provoke the biggest reaction when they did so, both from their own fans, and fans of the opposition.

These provocative posts played on the kinds of conversations fans were already having. Each execution was opinionated. Each was relevant and up to the minute, reacting to events that happened just seconds earlier.

Using our social channels in the same way football fans do meant we provoked an unprecedented direct response from our online community and beyond.

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