Adidas promises to exclude consumers unless they go #AllIn to World Cup campaign

Adidas is demanding viewers opt "all in" with its World Cup marketing campaign, the largest in its history, or else it will cease communications with them for the duration of the tournament.

LONDON: Adidas is demanding viewers opt "all in" with its World Cup marketing campaign, the largest in its history, or else it will cease communications with them for the duration of the tournament.

The sports brand, an official sponsor of this summer’s World Cup in Brazil, revealed the lead ad for its "#AllIn or Nothing" campaign during Saturday’s Champions League Final between Real Madrid and Atletico Madrid.

The 60-second clip, called Leo Messi’s World Cup Dream, was directed by City of God director Fernando Meirelles.

It shows Argentine star Messi in the midst of a troubled dream, with clips of Adidas’ leading ambassadors – including Brazil defender Dani Alves and Uruguay striker Luis Suárez – preparing for the World Cup. The soundtrack for the ad is provided by a new track from rapper Kanye West, called "God Level."

Uniquely, it offers viewers watching the ad online the chance to "make a choice" between "all in" and "nothing." By clicking "all in," users will be signed up for all of Adidas’ World Cup content, including following its soccer handles on Twitter. Conversely, those who click on "nothing" will automatically unfollow the brand’s soccer accounts and opt out of its CRM initiatives.

The brand says consumers must "understand Adidas’ philosophy" and that the potential reduction in followers is not a concern because it is focused on "quality over quantity in its social media audiences."

"This advert presents the ‘#allin or nothing’ attitude by showcasing the dedication and commitment required to winning this great tournament," said Tom Ramsden, global brand marketing director for Adidas football. "Giving anything less than everything will not win the World Cup. At Adidas, we believe the only way to play sport, unlock your potential, and get the most out of the biggest event in sport, is to be ‘all in.’"

Archrival Nike launched its Risk Everything campaign earlier this year with a film featuring ambassadors such as Portugal captain Cristiano Ronaldo and England’s Wayne Rooney.Nike’s Winner Stays video, which launched on April 25, has accrued 67 million views on YouTube.

Meanwhile, only a few days after going live, the Adidas film already has close to 30 million views.

This story originally appeared on the website of Marketing.

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