Adidas drives shoe sales via mobile video
In addition to mobile, the campaign includes print, online and broadcast. The campaign is the latest in a string of mobile initiatives from adidas with an emphasis on getting consumers to the brand’s YouTube channel.
“The overall headline is that it is tricky to drive mobile views to Youtube,” said Mitchell Reichgut, founder/CEO of social video company Jun Group, New York.
“We find that 25-30 percent of mobile banner clicks are accidental, which can be expensive for clients,” he said.
Mr. Reichgut is not affiliated with adidas. He commented based on his expertise on the subject.
Adidas did not respond by press time.
The campaign promotes Chicago Bulls star Derrick Rose’s new shoe – the adiZero Rose 2.
Here’s a screen grab of the Youtube video
The video was released on YouTube after the adidas promoted it on its Facebook page.
Adidas asked consumers to “Like” the page in order to unlock the video before it premiered.
Promotions for the shoe line will begin Oct. 5 on networks including CBS, ESPN and Cartoon Network.
Because of YouTube’s lag in recording video hits, mobile can be frustrating from a marketer’s perspective.
“When you record a view, they may not register it until way afterwards,” Mr. Reichgut said.
“The lag really creates difficulties when working with clients,” he said.
Despite the possible measurement problems, adidas has made YouTube a major part of its marketing campaign.
Adidas recently claimed its YouTube channel views increased by 26 times after trying out mobile advertising on online, mobile and tablets (see story).
Additionally, mobile video has seen a strong increase in the sports industry.
By using mobile as a second or third screen, sports fans are slowly getting content via online, television and on their mobile devices.
However, Mr. Reichgut advises that YouTube and mobile are not a perfect match yet.
“Mobile is not ready for driving views yet,” Mr. Reichgut said.
“If 25 percent of users are accidentally clicking on the ad that means a quarter of traffic did not want to watch the video ut the client still has to pay for every click,” he said.
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York