Case Name :      Brand in the Hand: Mobile Marketing at Adidas

Authors :           Andrew Rohm, Fareena Sultan, David Wesley

Source :             Ivey Publishing

Case ID :            905A24

Discipline :        Marketing

Case Length :    25 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The global media manager for Adidas International is responsible for developing and championing a new marketing strategy at Adidas called “brand in the hand” that is based on the convergence of cell phones and wireless Internet. Presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that Adidas launched in 2004, such as a mobile news ticker for the 2004 European soccer championship. Introduces a specific campaign–Respect M.E.–featuring Missy Elliott, a popular female hip-hop artist, and discusses the company’s mobile marketing strategy to support Elliott’s new line of sportswear.