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Adidas, Seattle retailers team up on sweepstakes to drive foot trafficBy Chantal Tode
Adidas is teaming up with several Seattle-area sports merchandise retailers for a mobile-driven sweepstakes designed to drive foot traffic into stores.
The sweepstakes is activated in-store, online and through the Seattle Team’s Facebook app page, with fans able to enter via mobile or desktop for a chance to win tickets to a Seattle Sounders FC game. Additionally, after completing the entry, fans can easily buy Sounders merchandise directly from their mobile device or desktop.
“Mobile plays a central role in the campaign for several reasons,” said Jean-Guy Faubert, CEO of Tagga, Vancouver, Canada. “Firstly QR codes and SMS are leveraged to connect consumers in-store to the campaign site with a single click, texting a keyword or scanning a QR code.
“Secondly the campaign site is responsive, meaning that when social media posts advertise the campaign, participants wishing to interact from their mobile device can do so directly, again with a single click,” he said.
“Remember that nearly 70 percent of social media consumption is done on a mobile device. Finally, the Facebook tab is also mobile-optimized, so that consumers already browsing Facebook on their device, again 70 percent consumer social on mobile.”
Adidas and the merchants teamed up with Tagga to create the cross-channel sweepstakes campaign.
Targeting soccer fans
The Sounders FC team is a professional soccer team that competes in Major League Soccer. It is the league’s 15th team and has sold more season tickets than any other MLS club.
The goal of the sweepstakes is to reach the team’s target fan base and raise awareness for the team while driving foot traffic and merchandise sales for participating retailers LIDS, SoDO Sports and the Seattle Team Shop.
Soccer fans can enter the sweepstakes by scanning a QR code that appears in stores to be taken to a mobile optimized campaign site. In-store shoppers can also text the keyword SOUNDERS to the short code 47170 to receive a link to the site.
Another way to enter is by visiting the Seattle Teams Facebook app page, where shoppers are prompted to enter a code, offering a new pair of tickets to be won.
The entry code can be found in retail stores, at the Seattle Teams page for the sweepstakes, www.seattleteams.com/SoundersTextOffer, or at the Seattle Teams Facebook page, www.facebook.com/seattleteamshop.
The campaign hands out 15 pairs of Sounders FC tickets throughout the MLS season for each of the 15 home games. A winner is chosen at random through the Tagga platform’s lottery feature.
Shoppers can share the sweepstakes on Twitter, Facebook, Google+ and LinkedIn.
The sweepstakes runs through Oct. 27.
Single click interactions
Shoppers are being made aware of the sweepstakes through in-store point-of-sale signage, including a full-size window display.
Adidas is also delivering hyper-targeted local market media support, including radio spots, mobile ad buys and social posts through Facebook and Twitter.
“Mobile lets consumers connect with the campaign offline and interact with a single ‘click,’” Mr. Faubert said.
“Studies show that lead acquisition campaigns, such as sweepstakes, that integrate four or more digital channels will outperform single or dual channels by 300 percent,” he said.
“Mobile is the connective tissue to integrating those channels, both digital and offline.”
Chantal Tode is associate editor on Mobile Commerce Daily, New York
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