Adidas All Blacks: User Generated Campaigns

Adidas sponsors the New Zealand national rugby team, also called the All Blacks. The All Blacks are notoriously famous for their haka (a Maori dance) before each international match.

Adithread

The first user generated campagn with the All Blacks was Adidas’s campaign called “Adi Thread” which was a collaborative effort with the University of Canterbury to create a unique experience for the All Blacks professional rugby team fans to contribute to a special addition jersey for their captain. This contributory experience is a great use of the emerging Nano technology capabilities.

Fans logged onto a microsite where they entered their name on a virtual thread which was then produced as the physical sticking for the jersey. This also has as elements of a collective experience, as all 100,000 fans who participated can feel like they are part of the team in a more personalize and up-close way as the watch the matches.

Adisynth

After this campagn, the All Blacks now have asked their fans to cooperate in creating a poster for the 10 year adidas All Blacks anniversary using Microsoft’s Photosynth.

Microsoft’s Livelabs introduced Photosynth to the world at TED. Now adidas has used this in a new campaign for the All Blacks.

Of course, Photosynth was introduced a while ago and CNN did a similarly collective and highly publicized Photosynth of the Obama inauguration half a year ago. But we didn’t blog about that back then, and the technology is definitely worth noting.