Using the insight that real fans would do anything to get closer to the UEFA Champions League and its heroes, we simply asked our target audience how far they would go to win. Creating your answer became something fun to do. We developed a special online video editor full of funny football culture video clips derived from YouTube. By choosing their favourite clips fans created their own answer to the question. And by sharing their video through social media they pushed their friends to go even further.

The promotion was spread naturally by the targeted audience. Over 100,000 young football fans interacted with the brand by viewing, liking and sharing its content on social media and creating their own fantastical football video answer on the website. Results were reached with a close to zero media budget and through smart use of adidas’ own social media channels including adidas sponsored clubs and seeding.