Product details

The Global Media manager for adidas International is responsible for developing and championing a new marketing strategy at adidas called ''brand in the hand'' that is based on the convergence of cell phones and wireless Internet. The case presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that adidas launched in 2004, such as a mobile news ticker for the 2004 European soccer championship. The case then introduces a specific campaign - Respect ME - featuring Missy Elliott, a popular female hip-hop artist, and discusses the company''s mobile marketing strategy to support Missy Elliott''s new line of sportswear. This case can be used to highlight the role of new technology in overall marketing strategy and integrated marketing communications.