Adidas has succeeded in connecting the real world of football with the digital world of gaming in an innovative way – through the unique gaming chip “GMR”. The principle is both simple and ingenious. The chip is inserted into the sole of the shoe, which than measures, for example, the sprint speed and shooting power of the user. Every week there are new challenges for the players docked via the game “FIFA Mobile” to push their own performance.
We acted as a sparring partner for the sporting equipment manufacturer and, through the interaction of our “strategy & consulting” and “production & events” units, we developed an authentic positioning, which was then translated into high-quality image videos and commercials. Adidas was thus able to guarantee a high-reach and authentic access to the relevant target group – the integration of prominent influencers, such as the FIFA world champion MoAuba or the most famous German FIFA YouTuber Proownez, proved to be a complete success. Click here for the video.