As part of the new "Impossible is Nothing" Adidas campaign, a television spot was created that pits Muhammad Ali against his daughter Laila. The spot was then placed online for viewership on Yahoo and MSN's homepages for a day each and on ESPN's home page for two days. Those placements, along with other ESPN inside pages for two weeks, generated 5 million views of the spot. Additionally, it boosted brand association by 75 percent and ad recall by 24 percent, according to research firm Dynamic Logic. There was also a 125 percent increase in the usage of the search term "Adidas" on Yahoo the day the ad was placed, with most of that increase coming in the 13 to 17-year-old demo.
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