Cannes Lions

PREDATOR FOOTBALL BOOT

UNITED STATE OF FANS, Amsterdam / ADIDAS / 2012

Film
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Overview

Entries

Credits

Overview

Execution

We created a new kind of scout: one that doesn’t recruit on behalf of a club or team, but scouts for players that play the Predator way. Online young players could tip the Predator Scout on their next football match. And share their tip-off with teammates. Famous Dutch Predator players became Scouts, who showed up unannounced at selected games across the country. The surprise visits were filmed and shared. Predator Scouts rewarded players who showed off amazing Predator skill with the boots they deserved to play in. All our players became natural, new ambassadors for adidas Predators.

Outcome

The campaign exceeded all expectation - generating very relevant (free) local and national media attention. The campaign drove a spontaneous and rich social media conversation among the target audience. With more than 80,000 microsite visits, over 1,800 players tipping the Predator Scout on their next match and over 100,000 YouTube views of the filmed Predator Scout visits. adidas sold 20% more adipower Predator football boots than the year before.

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