Why Adidas created World Cup content that no one will ever see

The brand drew up a video celebrating Lionel Messi's triumphant World Cup victory. But, of course, that never happened.

Adidas killed the Brazuca account for fear of 'alienating' the community.
Adidas killed the Brazuca account for fear of 'alienating' the community.

HERZOGENAURACH, GERMANY: Of the thousands of pieces of content that Adidas created for the World Cup last year, many didn't see the light of day.

During the tournament, Adidas drew up 3,000 images and 300 videos to ensure it was ready for every eventual outcome, according to global brand director Thomas van Schaik.

"Many of which we didn’t use," he said. "There’s one video we made for if Messi won the World Cup that no one will ever see."

Adidas’ World Cup strategy was described by van Schaik as "setting yourself up to react quickly," which represented itself physically as a content and ad war room.

He added that not only did he have all the media partners and agencies in the room, but he also made sure the brands had lawyers, meaning any question could be answered in the shortest time possible.

It did not react to all incidents, however. When Adidas-sponsored Luis Suarez bit the ear of another player, van Schaik said the brand steered away from reacting, despite companies such as Snickers creating content about it.

"Of course it was a memorable moment, but since we are a sponsor, we weren’t proud of it," he said. "It was not a moment for us to react to."

Van Schaik also discussed the decision by Adidas’ to kill off some communities it built during the World Cup because the value for consumers wore off as the competition ended.

"Brazuca, we killed it," he said. "It was the global ball for the World Cup that tweeted jokes, but we can’t turn it into a ball for Champions League or women’s football; we’d alienate [the community]."

This story originally appeared on Marketing.

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