Adidas and Marvellous shows London runners that Impossible is nothing

With the success of Adidas mobile running application, MiCoach, their UK mobile marketing campaign targeted to London runners is no surprise. Adidas teamed up with Marvellous to create a campaign targeted to The London Marathon. As a brand building exercise Adidas wanted to inspire runners and spectators to achieve their “impossible is nothing” (Adidas slogan) dreams. The concept came from that runners tend to have family and friends cheering them on while they are running in order to keep them motivated. With this in mind Marvellous created theAdidas Mobile Tracker, which let spectators track their friend or family member participating in the race through their mobile phone. This would build a connection between the runner and his spectators. Adidas Marathon Tracker connect runners to spectators via chips in runners shoe and spectators mobile. Spectators could then send text messages to be shown at large digital screens timed perfectly to the time when the runner passed them. So when the runner passed the large screens he could follow words of support from family and friends. To extend the campaign Adidas let runners link this to their facebook, twitter and own blogs. The campaign was successful in many aspects.

It had over 500.000 interactions in just one day. Great creative work from both Adidas and Marvellous.