SEER: marketing intelligence tool

Situation

In fall 2005, adidas utilized SEER to help measure the effectiveness of its “Impossible Team” football campaign, which would culminate with the June, 2006, World Cup tournament in Germany.

Approach

In addition to wanting results tracked in several languages – English, French, German, Italian and Spanish – there were no base online elements from which to begin. The answer was to map online ecosystems for football in the above countries to determine how the adidas campaign was being received, utilizing a seed list and a glossary of terms that were built out by the SEER team, then approved and added to by adidas. Given the broadness of the project, overall conversation of adidas was tracked, along  with its two key competitors, Nike and Puma. Additionally, terminology around the campaign and product launches tied to the campaign were also tracked.

Outcome

Through continued monitoring of the football ecosystem in five countries, a steady increase in discussion around adidas was tracked leading up to and during the World Cup. While overall conversation was positive, some minor issues with the+F50 shoe surfaced. Because of SEER monitoring, the adidas product development team was able to counter any negatives immediately by emphasizing care tips.  Plus, by tracking and recognizing the spread of viral efforts by both adidas and Nike, the SEER team was able to help advise adidas on how to best maximize effectiveness.

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