Adidas wanted to take advantage of the huge social conversations
surrounding the tightest Premier league finish ever and create
a direct dialogue with their target audience.
Although Adidas didn’t sponsor the league, they did sponsor key players
who unlock tight games, so to talk to fans, we behaved like one.
75% of fans now watch football with a second screen; social activity
spikes around key moments during games, offering potent windows
of opportunity to engage fans directly.