Project: adidas Superstar 35th anniversary campaign micro-site 2004

Summary: I was the project Director for a 9-month web campaign including articles, forums, videos, interactive games, and special features

Challenges: to create and implement multi-channel marketing approaches and ‘sticky’ content to meet client objectives of driving up visitor numbers to adidas website and deliver online purchases of 35th anniversary footwear range.

My role: developing and validating the marketing approach, writing the integrated communication plan, identifying and negotiating with content and channel producers, collectors and artists to deliver a multi-channel campaign. Overseeing media management for campaign, targeting key audience sector (primarily 17-28 year olds).  Multi-channel campaign included: seeding forum chat and interest across a range of youth-sites to drive people to our campaign micro-site, then engaging the visitors through web-based competitions, user-generated content, online games, SMS-registration, videos, interviews with famous artists and musicians (such as Ian Brown) and involvement in real street events.  Leading the team well was a critical success factor for the project, as was my thorough grounding and experience in the wide range of delivery technologies, supplier management and staff engagement to deliver results as part of an effective team. 

Outcome: the Superstar 35th anniversary site achieved more unique hits than any other adidas campaign micro-site in 2004/5. I compiled weekly reports on site usage, numbers of registrants and user feedback to measure the success of the campaign.