An hour-by-hour editorial calendar became the foundations of adidas’ seamless World Cup storytelling, with a bank of content tools covering every competing nation and the world’s best footballers.

An integrated real-time marketing team created and executed reactive content that was live in social within seconds - and digital and OOH within minutes. Fans shared our content as badges of honour - being first to react was crucial to adidas’ success.

The Dugout was our live-streamed YouTube show with some of the world’s best-loved players interviewed and featured throughout, responding to the day’s events with first class, timely online video content.

adidas was the most talked about brand at the World Cup. According to analysis from ListenFirst, adidas was the most talked-about brand on Twitter during the World Cup and far outpaced other sponsors in cross-platform community growth. Research from Adobe found that adidas achieved 71% more tournament-related social media buzz than its closest sports brand competitor.

Adidas gained increased awareness and visibility with 5.97 million fans added to its global social channels. The brand gained 1.7 million brand mentions on Twitter (22% higher than our sports brand competitors), and over 900K mentions of the campaign hashtag.

Adidas’ objective was to become the most talked about brand on social at the World Cup. The key focus was on 14-19 year olds worldwide, but we needed to appeal to football fanatics, those with a passing interest, digital natives and people who may not even have a Twitter account.

As soon as the World Cup draw was made in December 2013 we had an editorial calendar that mapped out every fixture, every possible story, every anticipatable opportunity, from the end of May to the middle of July.

The six months before the World Cup were spent bringing adidas’ message - #allin or nothing - to life through meticulous planning. We lived the message to land the message, predicting the unpredictable to be ready to steal a single moment and make adidas the most talked about brand of the tournament.