Adidas has launched its first corporate blog, giving fans and consumers an inside look at the behind-the-scenes happenings of the company.
Although the blog was publicly launched today, employees from many departments at Adidas have been writing entries for the last few months. The blog is a smart strategy to engage with consumers in a more unique way than Facebook or Twitter because it shows them the faces behind the brands.
A few months ago, ESPN also launched a corporate blog. The blog, ESPNFrontRow.com, went live March 30. It is updated daily to show fans the culture of the company, and it also allows consumers to post comments and feedback.
Corporate blogs may be the way of the future. Yesterday at the North American CMO Conference in New York, David Edelman, partner and co-leader of global digital marketing strategy at McKinsey & Company, said all companies need to be rooted in digital and “corporate leaders have to drive big changes” in the social media space.