Crowd Presents #DareToCreate Campaign: A Regional Online Football Competition

As part of their global Exhibit Pack campaign, adidas worked with Crowd to create a competition centered around user generated content.


To boost their product Exhibit Pack, which focuses on four football boots  named X, PREDATOR, COPA and NEMEZIZ, adidas developed a global campaign No Fakers, Creators Only, which featured major football starts such as Paulo Dybala, Lionel Messi and Mo Salah. To support the major campaign, the brand worked with Crowd to develop an online competition to motivate fans to share user generated content.

Crowd worked with adidas to develop the competition rules, look and feel as well as the competition prize. This included creating a microsite, using the micro experience platform Wyng, where fans would upload a video of themselves showing their best football skills for a chance to receive a pair of Exhibit Pack boots of their choice and a signed Real Madrid jersey.



Once a video was shared, fans were further encouraged to share their video on social channels using the #DareToCreate campaign hashtag. Fans on the microsite were able to vote for the best football skills, which would feature the best videos at the top of the video gallery. Crowd further ensured that with every video upload, data fields such as name, email and mobile number were captured, ensuring that adidas could reach out to fans in future for relevant promotions.

The agency assisted in creating compelling copy for the microsite and social media posts, design and development of the microsite, in both English and Arabic, as well as day-to-day campaign management for one month, which involved curating video content.

The campaign was rolled out on social and .com, and activated across OOH and retail locations in global.

Together, adidas and Crowd delivered an engaging online competition that generated buzz about Exhibit Pack and provided adidas with further data to move forward their customer retention efforts.