Adidas Case

1. What is the Brand in the Hand concept? What does it mean to Adidas and its branding efforts?

The Brand in the Hand means marketing a brand via cellular phones, which can be held in hand. With the implementation and development of 3G technology, cellular phones can be used to browse the website, watch clips, download music or wallpaper and play games. Thus becomes a better alternative to reach the target market. Phones become versatile and are functioned like a computer, while it offers more convenient. Holding a cell phone in the hand, the consumer can get the latest information instantly and conveniently.

When it comes to Adidas, this Brand in the Hand strategy offers them great value by standing out in the clutter. The main target market of Adidas is 12-24 years old teenagers, who go everywhere with their cell phones. Utilizing the sophisticated cellular phones, Adidas will dramatically penetrate to their target market, say, by offering consumers codes to download ringtones or wallpapers. In the information era, we are exposed to extensive information. We don’t have the energy and attention to cover all of them, especially when it comes to market a brand. If a brand can distinguish itself from others, it will gain huge coverage and attention. This is the reason why Brand in the Hand campaign works. It will enable Adidas to stand out and reach the target market effectively.

2. What evidence does Adidas have that suggests the importance and potential success of digital interactive and mobile marketing?

In 2004, Adidas tried to draw a campaign at Yahoo! Website. They found the result far exceeded their expectations, reaching more than twice the number of customers they hoped for. And the online retail representative was unable to handle the unexpectedly high number of visitors and crashed part way through the day. This is the first time they realize the importance and potential of digital interactive and mobile marketing.

Another evidence is the success...