Taylormade-Adidas Digital Marketing Campaign

By: Mike Merrifield

Adidas

• Multinational Corporation

• Designs and Manufactures Sports wear and equipment

• €14.8 Billon in Net Sales during 2012

Taylormade-Adidas

• Golf division

• Considered “Other Businesses”In Annual Report

• €1.344 Billion in Net Sales for 2012

• “#1 Driver in Golf”

Campaign• Launch Campaign from Aug 1st-

Sept 31st

• Sweepstakes

• Purchase $100 or more in merchandise

• Golf getaway for winner and three friends

• Chance to play with PGA Tour Pro Dustin Johnson

Target Audience

• Golfers

• Any Skill Level

• Must be 18 years of age or older

Key Performance Indicators

2012 2013 Outlook• Increase at a mid-single-

digit rate in Net Sales

• Maintain high visibility

• Maintain “#1 Driver in Golf”

• €1.344 Billion in Net Sales

• Increase of 20% from 2011

• Largest increase from any division within the company

Big Idea

• Chance to play with Dustin Johnson

• Release of New SLDR Driver

• Pair sweepstakes with both attractions

• Get people to spend more then just $100

Tools and Tactics

Google AdWords Twitter • Dustin Johnson

– 183K Followers

• Taylormade Golf– 129K Followers

• Adidas Golf– 57K Followers

• Taylormade

• Taylormade Golf

• Adidas Golf

• Adidas golf shoes

• Dustin Johnson

Budget

• Google AdWords – Combined 5 Keywords– Max CPC $25– $1600 a Day – 9300 Impressions a day

• Run ad for two monthsTotal= $97,600

• Digital agency not required

• Have social media staff promote through Twitter

Summary

• Launching the sweepstakes with release of new driver

• More attention towards Taylormade-Adidas

• Great way to boost sales towards the end of the PGA Tour golf season