Adidas Poland, in an attempt to appeal to its younger consumers on social media, has launched an interactive Instagram game. The campaign is designed to attract users to Adidas’ Predator soccer cleats.
To play the game, Instagram users must go to the Adidas Polska page to find a daily password. Then, users have to click on Predator shoes’ photos, which link to profiles where they have to search for parts of a password combination in a certain order. The person who finds it first wins a pair of shoes, and the 10 runner-ups receive soccer balls.
Adidas is on to something with this strategy. Here’s why this is a brilliant marketing move:
- Instagram has over 200 million active monthly users, 65 % of which are outside of the U.S. An average of 60 million photos per day are uploaded, 20 billion shared … you get it. Instagram is the place to be.
- Adidas will have people flocking to their Instagram page daily, liking and interacting with their photos.
- Winners will brag about their victory and prize on social media, creating a buzz around the Adidas brand.
- The barrier of entry is low, the prize is great and the contest itself costs practically nothing if it’s being promoted through mainly social media.
The game runs for a little more than a week — it started August 25 and ends on September 3.
If Adidas were to run this contest on their U.S. Instagram account, would you participate? I know I would, and I’m sure athletes and soccer fans would too!