Adidas is trying their hand at viral advertising in hope of generating buzz around the unveiling of the new Adidas Ajax Amsterdam home shirt for the 2008-2009 season.
TBWA ad agency created this viral 'Ajax Shirt Swap' video which was shot at Leidseplein in Amsterdam.
The start of the video is peculiar; we see a man in a yellow shirt prancing around and attracting funny looks from people in the streets. But then at the whistle of the judge in yellow, the crowd attacks and starts exchanging shirts with strangers. People from all ages and body shapes start undressing and trying to get the new Adidas Ajax shirt.
The video is pretty entertaining, but I am not sure how viral it would go.
Swapping Shirts With Strangers
Adidas: Ajax Shirt Viral
Trend Themes
1. Viral Sports Advertising - Adidas is using viral advertising to create buzz around the launch of a new home shirt for Ajax Amsterdam, creating potential opportunities for other sports brands to use similar tactics.
2. Fan Engagement - The Adidas Ajax Shirt Swap video demonstrates the potential for sports brands to engage fans in unique and memorable ways, opening up opportunities for the development of new fan-based marketing strategies.
3. Streetwear Culture - The Ajax Shirt Swap video highlights the strong streetwear culture around sports teams and apparel, creating potential for collaborations and limited edition releases that tap into this market.
Industry Implications
1. Sports Apparel - Adidas' viral campaign to promote the new Ajax Amsterdam shirt demonstrates opportunities in the sports apparel industry for creating engaging marketing campaigns that target fans.
2. Advertising - The use of viral advertising by Adidas to promote the new Ajax Amsterdam shirt highlights opportunities for advertising agencies and brands to explore alternative and creative means of advertising their products.
3. Fan Experience - The Adidas Ajax Shirt Swap video showcases the importance of fan experience in the sports industry, creating opportunities for businesses and teams to improve and innovate in this area.