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Case
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Reference no. 9B07A016
Subject category: Marketing
Authors: Andy Rohm (D'Amore-McKim School of Business, Northeastern University); David Wesley (D'Amore-McKim School of Business, Northeastern University); Fareena Sultan (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2007
Version: 2024-07-15
Revision date: 7-Aug-2024
Length: 14 pages
Data source: Field research
Topics: China; International marketing; Telecommunication technology; Marketing communication; Marketing channels; Northeastern; Communications; International business; Marketing
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Abstract

The manager of Mobile Media for adidas International is debating what to do, given the sparse amount of traffic to date at the adidas FIFA World Cup mobile portal. By February, there had been only 3,000 visits to the mobile site, compared to the one million visits predicted earlier based on the previous success of a Lucas Films Star Wars mobile campaign. Given that the World Cup is a global event viewed by millions of people in person and more than one billion TV viewers worldwide, it represents a global stage for adidas to promote its brand and communicate its continued involvement and leadership in the sport of football. The manager of Mobile Media is worried that the brand''s mobile efforts for this major event could fail miserably.
Locations:
European Union; China
Industry:
Apparel and other finished products
Size:
Large
Other setting(s):
2006
Teaching note
-
Reference no. 8B07A16
Subject category: Marketing
Authors: Andy Rohm (D'Amore-McKim School of Business, Northeastern University); David Wesley (D'Amore-McKim School of Business, Northeastern University); Fareena Sultan (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2007
Version: 2010-02-26
Length: 7 pages
Data source: Field research
View full details
Compact case
Case
-
Reference no. 9B07A017
Subject category: Marketing
Authors: Andy Rohm (D'Amore-McKim School of Business, Northeastern University); David Wesley (D'Amore-McKim School of Business, Northeastern University); Fareena Sultan (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2007
Version: 2010-02-26
Length: 3 pages
Data source: Field research
Topics: Telecommunication technology; International marketing; Marketing channels; Marketing communication
View full details

About

Abstract

The manager of Mobile Media for adidas International is debating what to do, given the sparse amount of traffic to date at the adidas FIFA World Cup mobile portal. By February, there had been only 3,000 visits to the mobile site, compared to the one million visits predicted earlier based on the previous success of a Lucas Films Star Wars mobile campaign. Given that the World Cup is a global event viewed by millions of people in person and more than one billion TV viewers worldwide, it represents a global stage for adidas to promote its brand and communicate its continued involvement and leadership in the sport of football. The manager of Mobile Media is worried that the brand''s mobile efforts for this major event could fail miserably.

Settings

Locations:
European Union; China
Industry:
Apparel and other finished products
Size:
Large
Other setting(s):
2006

Related

Teaching note
-
Reference no. 8B07A16
Subject category: Marketing
Authors: Andy Rohm (D'Amore-McKim School of Business, Northeastern University); David Wesley (D'Amore-McKim School of Business, Northeastern University); Fareena Sultan (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2007
Version: 2010-02-26
Length: 7 pages
Data source: Field research
View full details
Compact case
Case
-
Reference no. 9B07A017
Subject category: Marketing
Authors: Andy Rohm (D'Amore-McKim School of Business, Northeastern University); David Wesley (D'Amore-McKim School of Business, Northeastern University); Fareena Sultan (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2007
Version: 2010-02-26
Length: 3 pages
Data source: Field research
Topics: Telecommunication technology; International marketing; Marketing channels; Marketing communication
View full details