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adidas & Cheil WW India behind popular @VerbalStriker Twitter campaign during FIFA World Cup

31-July-2018
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adidas & Cheil WW India behind popular @VerbalStriker Twitter campaign during FIFA World Cup

If you were following The Verbal Striker on Twitter during FIFA World Cup 2018 and wondering who is behind it, we now know the master creators. adidas and Cheil WW India came together to bring the digital creative campaign in conjunction with the football fever. The Verbal Striker made waves on Twitter from the account @TrendInFootball.

Conceptualised by Cheil, the first-of-its-kind digital campaign for adidas was all about @TrendInFootball, a pseudo Twitter handle, that gave real time commentary for most of the important matches and became one of the most sought after handles among the football fans.

The Twitter handle https://twitter.com/TrendinFootball that went active from 14th June garnered over 11000 fans creating over 2.8 million impressions by 15th July 2018.

An entertaining experience by The Verbal Striker increased the average user engagement to 7.8% as compared to the industry standard of 3-3.5%. From GIFs, memes, jokes to everything about football, the content caught attention among fans during the World Cup and had the tweetarati re-tweeting!

Speaking about the campaign, Sean Van Wyk, Sr. Marketing Director, adidas India said, “A sublime pass, a clinical finish, a brilliant save or a pin point free kick, a game of football can change in a matter of moments. We identified Twitter as the medium where all real time conversations happen and ensured there is enough sharable content available for our consumers around the key moments.”

Sanjeev Jasani, Chief Digital Officer, Cheil WW India, added, “At Cheil, we believe in using our understanding of the ever-changing digital landscape to craft disruptive ideas for our clients and help them stand out in the clutter. The world cup was once-in-a-lifetime occasion and we wanted to maximize it for adidas. We are very proud of the cutting edge work we produced for adidas and want this partnership to grow from strength to strength.”

Also, during the FIFA World Cup, adidas got fans to do more than just talk and watch the game. It actually made people play the game by creating ‘games around the game’. Beyond the Twitter campaign, it included an interactive digital billboard that allowed football enthusiasts to digitally connect their phones with the billboard and play the game.
A Snapchat – Head to Pass-- filter was created where people could pass the ball and share it on their social handles. It got more than 65000 shares. Beyond this, a unique feature was driven on Facebook - Facebook frames- where the fans could put their game face on.

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