Adidas Campaign Featuring Interactive Video
Adidas Basketball recently launched a new campaign featuring several famous basketball players in their “It’s On Me For My Brotherhood” campaign. The YouTube channel has been redesigned to have the look and feel of the campaign and features basketball player Dwight Howard.
Instead of seeding normal video assets, Adidas chose to let all the interaction take place on YouTube itself with interactive videos.
The campaign itself has TVC’s featuring Dwight Howard, Derrick Rose and a spot with both Dwight Howard and Derrick Rose. For the digital part of the campaign, Adidas put a spotlight on Dwight Howard with interactive videos.
Ways of interaction
After the introduction there are three different videos with several kind of interactive possibilities.
Dwight is Faster
Dwight is Faster is all about sharing. The more views the video has, the more content gets unlocked. Users are being encouraged to share the video as much as possible in order to gain access to new content.
Dwight is Stronger
In the Dwight is Stronger video, viewers are given the opportunity to view the video from different angles.
Dwight is Lighter
With the Dwight is Lighter video the user gets toe opportunity to influence the video with a small game element. Reaction is being tested and encouraged.
Conclusion and opinion
The YouTube channel matches the campaign in look and feel and has a unique way of viewing and influencing videos. These new and unique ways make it appealing to interact with and spend more time on the platform. However, putting videos in these new kind of interactive video players disables the ability to share videos. In my opinion a waste of possible traffic.
Overall a great campaign on a social platform, unfortunately with lesser social functions then expected.