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University of Michigan 2008 Football Season “Adidas is coming” Michigan team: Allan Hoffman Anamaria Sarbu Naveen Das Blake Gower
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Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up
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Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up
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Who is Michigan – OUR Traditions Set the Standard Started competing in intercollegiate football in 1879 Largest Capacity Football Stadium in the U.S.A.: Michigan Stadium (“The Big House”): 107,501 216 straight games of more than 100,000 Best Helmet in Football (ESPN) Best Uniform in Sports (ESPN) Best Fight Song – “The Victors” only song in the Football Hall of Fame
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Who is Michigan – OUR Tradition is Performance 3 Heisman Trophy Winners: Tom Harmon (1940); Desmond Howard (1991); Charles Woodson (1997) 76 All-Americans, including: – Braylon Edwards – Reggie McKenzie – Anthony Carter – Dan Dierdorf – Steve Hutchinson – Jumbo Elliot – Jake Long – AND, 3-time Super Bowl Champion: Tom Brady
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Who is Michigan – OUR Tradition is Winning Most Wins -- 868 Best Winning Percentage in NCAA Division 1-A History:.730 110 Winning Seasons 25 Undefeated Seasons 14 National Titles
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What is Game Day - Seven Saturdays in A² Ann Arbor is the most majestic place for a sporting event It is not only a Saturday – it is a weekend. There are reunions and memories built around the game Students, alums, non-alums with family connections, locals, kids, seniors People arrive 3 hours before and leave 1 ½ hours after game
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What is Game Day – Pre-game Traditions Whole town is dressed in Maize and Blue Tailgating Golf courses and front lawns covered with parked cars Skipping breakfast and going straight to beer and hot dogs
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Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up
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WHO IS THE CONSUMER? Michigan Students (40,000) Michigan Alums (420,000) Ann Arbor Locals (60,000) …and they are all passionate Wolverines fans
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OUR MARKET RESEARCH FINDINGS 40% of students don’t know that Adidas is sponsoring the team next season 42% of students spend between $50 and $100 a year on Michigan Apparel Students mostly purchase T-shirts, sweatshirts and hats Most purchases take place at campus apparel stores The most popular traditions are: tailgating, winning, players touching the M Club Banner They stay informed about Michigan Football from friends and on- line sites (mgoblue.com, mgoblog.com)
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CAMPAIGN OBJECTIVES: Build Awareness among Michigan Football fans Drive consumers to retail Make Adidas an integral part of Michigan Football experience Improve retail sales of Adidas in Ann Arbor by $3.1M in the first year
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Financial Objectives: Size of Population Conversion rate X Customer base Dollars Spent X Total Revenues $3,000,000 Students: 40,000 Alumni: 420,000 Locals: 60,000 Students: 59% Alumni: 21% Locals: 11% Students: 23,400 Alumni: 88,200 Locals: 7,200 Students: $70 Alumni: $15 Locals: $20
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Make Adidas part of the town Link Adidas to the Michigan football traditions and successes Enable Adidas to enhance the Football Experience CAMPAIGN STRATEGY:
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HOW? Print Campaign On Campus Events Game Day Events
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Print Campaign
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Impossible is nothing The Weekend Starts Now.
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Impossible is nothing Winning a National Championship is Everything. Those who stay will be Champions.
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Impossible is nothing Play better than you know how.
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Impossible is nothing
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Play better than you know how.
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Impossible is nothing The team, the team, the team.
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Impossible is nothing Awww. Get used to it.
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Impossible is nothing Beating Ohio State is Everything.
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Impossible is nothing Winning the National Championship is Everything.
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PRINT CAMPAIGN – MICHIGAN FOOTBALL MOMENTS Publications: The Michigan Daily - students Ann Arbor News- locals Alumni Quarterly Magazine- alumni Electronic Newsletter - alumni Banners & signs: Michigan Union - students Briarwood Mall – locals and students Buses – locals and students Posters: Sell in On Campus Stores Sell in the stadium on game days Sell on the alumni website Websites: Alumni Website mgoblue.com mgoblog.com Facebook Michigan Football Fans Group
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Banners and signs
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Websites
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On Campus Events
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ON CAMPUS EVENTS Contest on YouTube YouTube brand channel to pair Michigan football with Adidas brand Pop-up store on campus Michigan Football Facebook Group Huge Plastic Football Jersey on Campus – The Diag “Adidas is coming” event
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Contest on YouTube Why it works: Enables Gen Ys to use their creative self expression and their passion for Michigan Football and be rewarded for it What: Adidas fans will create videos to link Adidas and Michigan Football Prizes: Adidas Apparel, Tickets for key away games, etc
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Establish a Pop-up Store on Campus Why it works: tremendous foot traffic willingness to spend more on Michigan Apparel during Football Season Providing exclusive products generates buzz among Gen Ys Building excitement and awareness for the brand
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Facebook group Why it works: Gen Y is online most of the time – Adidas needs to be online where Michigan football Fans are They are willing to share their personal lives and passion
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Giant Football Jersey on The Diag Why it works: Central location on Campus High Traffic Area Creates buzz
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“Adidas is coming” event What: Print Campaign Viral, Guerilla campaign Group of students walking around campus: dressed up in Adidas wearing Adidas tattoos color their hair in the Adidas stripes handing out tattoos giving away discount coupons playing trivia with students on campus and award prizes
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Game Day Events
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Adidas Tailgate Adidas Key Chains for the “Key Game” – every third down Adidas signage “Go Blue! With a small Adidas Logo Adidas plastic balls to be thrown above the people in the stadium GAME DAY EVENTS
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Tailgate every Game Day How: Food & Drinks TVs broadcasting ESPN College Game day EA sports NCAA video games Athletic Challenges Trivia Contests Adidas Michigan Apparel for sale
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Where: Golf Course Pioneer High School Elbel Field Tailgate every Game Day
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Why it works: Tailgates are the pre-game events on campus No regular corporate presence Creates a lot of buzz Tailgate every Game Day
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Adidas Key Chains Why it works: Every third down people use key chains to signify a critical play Will allow Adidas to be part of the actual game Adidas will become Top of Mind for fans
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Adidas Plastic Football Balls and Handheld Signage in the Student Section Why it works: Will allow Adidas to be part of the actual game Adidas will become Top of Mind for fans Will provide free national coverage
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Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up
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“Adidas is coming” event Print Campaign You Tube contest Giant Football Jersey Football Season T-shirt Print Campaign Tailgates every game day Pop –up store Key Chains for the games Adidas Signage and Plastic balls Facebook Group August 2008Football Season
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