Adidas' 'Here to Create' Made Videos for Every Boston Marathon Runner
Ellen Smith — April 26, 2018 — Lifestyle
References: thedrum & retaildive
Adidas is diving into one of its most expansive initiatives to date after the announcement of its "Here to Create" campaign, in which the sportswear giant will create 30,000 personalized videos for each and every runner at this year's Boston marathon.
The videos will be produced using the data collected from radio-frequency identification (RFID) chips that are connected to each runner's racing number. Adidas partnered with the digital agency, 'Grow', and employing a 20-person camera crew, the brands managed to capture footage of every individual in the race. Each runner received a code with access to their personalized video following the race.
Leveraging advancements in technology, adidas was able to create and produce an expansive video collection in an impressively short time frame.
Image Credit: adidas, Grow
The videos will be produced using the data collected from radio-frequency identification (RFID) chips that are connected to each runner's racing number. Adidas partnered with the digital agency, 'Grow', and employing a 20-person camera crew, the brands managed to capture footage of every individual in the race. Each runner received a code with access to their personalized video following the race.
Leveraging advancements in technology, adidas was able to create and produce an expansive video collection in an impressively short time frame.
Image Credit: adidas, Grow
Trend Themes
1. Personalized Videos - Opportunity for brands to leverage data and technology to create personalized videos for consumers.
2. Data-driven Marketing - Brands can use data collected from RFID chips to create targeted and personalized marketing campaigns.
3. Real-time Content Creation - Advancements in technology enable brands to capture and produce large volumes of content in a short time frame.
Industry Implications
1. Sportswear - Sportswear brands can utilize personalized videos to enhance customer engagement and brand loyalty.
2. Digital Marketing - Digital marketing agencies can offer services to create personalized videos using data-driven strategies.
3. Event Management - Event management companies can explore the use of RFID technology to enhance participant experience and offer personalized content.
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