The Adidas Real Madrid Tour of China 3G mobile channel was created to foster a relationship between the football mad public of Hong Kong and Adidas, and secure Adidas' position front of mind for the duration of the tour. It provided football fans with exclusive, and much sought after content which could not be found anywhere else. The channel, which featured not-to-be-missed interviews with Beckham and Raul, also launched the star-studded epic TVC, 'The Impossible Field'. Launched in a multilingual environment, it was the first mobile channel in the world to provide a choice of languages and subtitles.

Adidas wanted to provide their fans with exclusive, made-for-mobile content that was unavailable anywhere else. In addition to the hype surrounding the arrival of the team itself, individual players such as Raul and Beckham attract armies of fans. The TVC promoting the Tour was also eagerly awaited by the Hong Kong public. The branded Adidas 3G channel was created offering fans access to game information, and extra footage as well as exclusiveinterviews with Raul and Beckham and the premiere of the epic and star studded 'Impossible Field' TVC. The channel was hosted on the Hutchison '3' network.

The promotion was a success on all counts. The branded 3G channel experienced 200% more interactive viewerships than any previous campaign hosted on the '3' network. During the nine days of the Tour, there were more than 20,000 page views with viewers spending around 10 minutes on the3G site. It was hailed as one of the most successful branded 3G channel experiences.

Adidas was especially pleased with the result and have already developed a second interactive mobile experience in Hong Kong supporting activity in the run up to the World Cup.