university of michigan 2008 football season “adidas is coming” michigan team: allan hoffman...
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University of Michigan 2008 Football Season
“Adidas is coming”
Michigan team:Allan Hoffman
Anamaria SarbuNaveen DasBlake Gower
Agenda:
Who is “Michigan”
Adidas-Michigan CampaignPrint CampaignOn campus eventsGame-Day Events
Wrap-up
Agenda:
Who is “Michigan”
Adidas-Michigan CampaignPrint CampaignOn campus eventsGame-Day Events
Wrap-up
Who is Michigan – OUR Traditions Set the Standard
• Started competing in intercollegiate football in 1879
• Largest Capacity Football Stadium in the U.S.A.: • Michigan Stadium (“The Big House”): 107,501
• 216 straight games of more than 100,000
• Best Helmet in Football (ESPN)
• Best Uniform in Sports (ESPN)
• Best Fight Song – “The Victors” only song in the Football Hall of Fame
Who is Michigan – OUR Tradition is Performance
• 3 Heisman Trophy Winners: Tom Harmon (1940); Desmond Howard (1991); Charles Woodson (1997)
• 76 All-Americans, including:– Braylon Edwards– Reggie McKenzie– Anthony Carter– Dan Dierdorf– Steve Hutchinson– Jumbo Elliot– Jake Long
– AND, 3-time Super Bowl Champion: Tom Brady
Who is Michigan – OUR Tradition is Winning
• Most Wins -- 868
• Best Winning Percentage in NCAA Division 1-A History: .730
• 110 Winning Seasons
• 25 Undefeated Seasons
• 14 National Titles
What is Game Day - Seven Saturdays in A²
•Ann Arbor is the most majestic place for a sporting event
• It is not only a Saturday – it is a weekend. There are reunions and memories built around the game
•Students, alums, non-alums with family connections, locals, kids, seniors
• People arrive 3 hours before and leave 1 ½ hours after game
What is Game Day – Pre-game Traditions
• Whole town is dressed in Maize and Blue
•Tailgating
•Golf courses and front lawns covered with parked cars
•Skipping breakfast and going straight to beer and hot dogs
Agenda:
Who is “Michigan”
Adidas-Michigan Campaign
Print CampaignOn campus eventsGame-Day Events
Wrap-up
WHO IS THE CONSUMER?
Michigan Students (40,000)
Michigan Alums(420,000)
Ann Arbor Locals(60,000)
…and they are all passionate
Wolverines fans
OUR MARKET RESEARCH FINDINGS• 40% of students don’t know that Adidas is sponsoring the team next season
• 42% of students spend between $50 and $100 a year on Michigan Apparel
• Students mostly purchase T-shirts, sweatshirts and hats
• Most purchases take place at campus apparel stores
• The most popular traditions are: tailgating, winning, players touching the M Club Banner
• They stay informed about Michigan Football from friends and on-line sites (mgoblue.com, mgoblog.com)
CAMPAIGN OBJECTIVES:
• Build Awareness among Michigan Football fans • Drive consumers to retail
• Make Adidas an integral part of Michigan Football experience
• Improve retail sales of Adidas in Ann Arbor by $3.1M in the first year
Financial Objectives:
Customer base Dollars Spent
X
TotalRevenues
$3,000,000
Students: 40,000Alumni: 420,000Locals: 60,000
Students: 59%Alumni: 21%Locals: 11%
Students: 23,400Alumni: 88,200Locals: 7,200
Students: $70Alumni: $15Locals: $20
Make Adidas part of the town
Link Adidas to the Michigan football traditions and successes
Enable Adidas to enhance the Football Experience
CAMPAIGN STRATEGY:
HOW?
Print Campaign
On Campus Events
Game Day Events
Print Campaign
Impossible is nothing
The Weekend Starts Now.
Impossible is nothing
Winning a National Championship is Everything.
Those who stay will be Champions.
Impossible is nothing
Play better than you know how.
Play better than you know how.
Impossible is nothing
Impossible is nothing
Play better than you know how.
Impossible is nothing
The team, the team, the team.
Impossible is nothing
Awww. Get used to it.
Impossible is nothing
Beating Ohio State is Everything.
Impossible is nothing
Winning the National Championship is Everything.
PRINT CAMPAIGN – MICHIGAN FOOTBALL MOMENTS
Publications:
The Michigan Daily - students
Ann Arbor News- locals
Alumni Quarterly Magazine- alumni
Electronic Newsletter - alumni
Banners & signs:
Michigan Union - students
Briarwood Mall – locals and
students
Buses – locals and students
Posters:
Sell in On Campus Stores
Sell in the stadium on game days
Sell on the alumni website
Websites:
Alumni Website
mgoblue.com
mgoblog.com
Facebook Michigan Football Fans
Group
Banners and signs
Websites
On Campus Events
ON CAMPUS EVENTS • Contest on YouTube
• YouTube brand channel to pair Michigan football with Adidas brand
• Pop-up store on campus
• Michigan Football Facebook Group
• Huge Plastic Football Jersey on Campus – The Diag
• “Adidas is coming” event
Contest on YouTube
Why it works:
Enables Gen Ys to use their creative self expression and their passion for
Michigan Football and be rewarded for it
What:
• Adidas fans will create videos to link Adidas and Michigan Football
• Prizes: Adidas Apparel, Tickets for key away games, etc
Establish a Pop-up Store on Campus
Why it works:
• tremendous foot traffic
• willingness to spend more on Michigan Apparel during Football Season
• Providing exclusive products generates buzz among Gen Ys
Building excitement and awareness for the brand
Facebook group
Why it works:
• Gen Y is online most of the
time – Adidas needs to be
online where Michigan football
Fans are
• They are willing to share their
personal lives and passion
Giant Football Jersey on The Diag
Why it works:
• Central location on Campus
• High Traffic Area
• Creates buzz
“Adidas is coming” eventWhat:
• Print Campaign
• Viral, Guerilla campaign
Group of students walking around campus:
• dressed up in Adidas
• wearing Adidas tattoos
• color their hair in the Adidas stripes
• handing out tattoos
• giving away discount coupons
•playing trivia with students on campus and
award prizes
Game Day Events
• Adidas Tailgate
• Adidas Key Chains for the “Key Game” – every third down
• Adidas signage “Go Blue! With a small Adidas Logo
• Adidas plastic balls to be thrown above the people in the stadium
GAME DAY EVENTS
Tailgate every Game Day
How:
• Food & Drinks
• TVs broadcasting
ESPN College Game day
• EA sports NCAA video
games
• Athletic Challenges
• Trivia Contests
• Adidas Michigan
Apparel for sale
Where:
• Golf Course
• Pioneer High School
• Elbel Field
Tailgate every Game Day
Why it works:
• Tailgates are the pre-game events on campus
• No regular corporate presence
• Creates a lot of buzz
Tailgate every Game Day
Adidas Key Chains
Why it works:
• Every third down people use key chains to signify a critical play
• Will allow Adidas to be part of the actual game
• Adidas will become Top of Mind for fans
Adidas Plastic Football Balls and Handheld Signage in the Student Section
Why it works:
• Will allow Adidas to be part of the actual game
• Adidas will become Top of Mind for fans
• Will provide free national coverage
Agenda:
Who is “Michigan”
Adidas-Michigan CampaignPrint CampaignOn campus eventsGame-Day Events
Wrap-up
Wrap - up
“Adidas is coming” event
Print Campaign
You Tube contest
Giant Football Jersey
Football Season T-shirt
Print Campaign
Tailgates every game day
Pop –up store
Key Chains for the games
Adidas Signage and Plastic balls
Facebook Group
August 2008 Football Season
