As part of its ongoing efforts to build communities of football fans, Adidas developed ‘Trophy Raiders’ to add to the excitement of the UEFA Champions League and unite fans across Southeast Asia. The objective of the game is to gain as many points as possible through collecting and keying in fan codes. Every 100 points earned entitles the participant to a chance of winning one of five stadium trips to see their favourite team play in Europe.
‘Trophy Raiders’ will be activated across Southeast Asia from 4 October until 30 November. Starting from 1 November, participants can make use of their points to rally fellow fans and collectively raid other team's club trophies to earn more points. Players can also gain points through inviting a friend to join the game or posting a club recruitment message on a wall.
Marcus Chew, senior manager of brand communications and sports marketing for Adidas, said, “As the global leader in football, Adidas is constantly looking for unique ways to engage football fans in Southeast Asia. We developed ‘Trophy Raiders’ to rally the passion of rivalry and team spirit synonymous with football fans in order to provide a fun and interactive game that will ultimately result in a dream trip for the winners."
In just 6 days, the project gathers 11,000 new fans from Southeast Asia for the adidas Facebook page.
To play the game or find out more, please visit http://apps.facebook.com/trophyraiders. The campaign is avaliable to Singapore, Malaysia, Vietnam, Thailand and Indonesia.
Credits:
Project Trophy Raiders
Client adidas
Creative agency TBWA\Tequila\Singapore
Creative at large John Merrifield
Associate creative directors Gary Steele, Hagan de Villiers, Mohan Prabhakar, Aaron Tan, Aggie Tan, Sean Tan, Kaye Cheng, Kestrel Lee
Planning director Brent Tollman
Illustrator Yip Choon Fai
Visualizer Sayed Ismail
Agency producer Holger Castritius
Account servicing Lou Dela Pena, Janice Liu, Mai Yagi
Other credits Sally Sim, Sharon Tay
Exposure Online, in-store
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