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Adidas has always had a deep relationship with the marathon. In marathons around the world, such as the London, Berlin, and Boston Marathons, you can often see Adidas’ active brands. Adidas is professional in the field of running. And the advantages are also evident from this.
In 2010, in order to further enhance consumers’ brand awareness and goodwill, Adidas applied mobile marketing methods to this long and time-consuming event. First, a WAP website is opened for users to inquire about the relevant information of the supported athletes; in the event, the athletes are tracked according to the RFID (radio frequency card) tags carried on the athletes’ shoes, and combined with the time consumed by him, it supports the athletes. The player provides the running speed of the athletes at the event point of this stage and the approximate time to reach the next event point.
After that, athlete supporters only need to log in to WAP, enter the athlete’s tournament number, and then obtain the corresponding information, and accurately arrive at the next tournament point to cheer for the athletes. If they can’t be there, they can also send relevant information to the official website, and the system will locate you , When the athletes are close to the match point, show your blessings and so on. This new and warm marketing form was also imitated and learned for the Asics brand in the later period.
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