Tech & Tailored Marketing

Marketing’s employed tactics in today’s economy may differ from those of the past—complete with its tech-filled gadgets, app-savvy consumers and customized customer funnel strategies—yet at its core, the end objectives remain the same: increase awareness, improve demand, enhance the user experience.

Given today’s social driven culture, consumers continually want an immersed, first-hand experience. They don’t want to be sold to; they’re knowledgeable, straightforward, and have their own opinions. Bottomline: they want to experience the brand…the product…the service, etc. for themselves.

One such brand that has taken this first-hand approach is Adidas. In a unique collaborative manner, Adidas & Snapchat recently teamed up surrounding the MLB Playoffs to launch and promote their new cleat collection. Rather than unveiling the cleats in a more traditional format (with All-Stars wearing the brand’s new shoes), Adidas chose to launch the New Cleat Collection via the Snapchat app.

Additionally, Adidas Baseball launched a Snapchat game that showcases the game and allows fans to play a home run-derby style game as one of Adidas’ athletes.

For Adidas, it’s the first time that it has launched a retail product within a video game. For Snapchat, it’s the first time that the digital app is letting people buy products inside a game - for any brand. Collectively, they’re showing how effective collaboration can be a win-win for everyone!