Chelsea surprised with a super interesting kit launching campaign. The campaign called “If it’s not blue, it will be” is focused on an online audience and they added value to it with creative short videos.
They teased the fans with a short video, making them eager to see the new kit. Fans shared their video all over social… With this mini-movie, they created a hype around the kit presentation.
PROMO BASED ON TEASER
Kit revealing video came out shortly after the teaser, and it was only 20 seconds longer then the teaser. I really like the concept, because they have created this in such a way that you would think it was easy when it wasn’t.
This is the best part of the campaign, they added value! And the way they did it is simply fantastic! They posted short and in many ways interesting videos on Facebook, and people shared them.
People not only shared, but they asked for more, and they are waiting for new interesting videos every day. This is so important today, especially in sports marketing, but marketers usually don’t put much thought into it.
Chelsea and Adidas showed why this is so important, and the results are there.
If it's not blue, Diego Costa will turn it blue. Can't be late for training though! #BeTheDifference
Geplaatst door Chelsea Football Club op Vrijdag 17 juli 2015
A friendly reminder for Eden Hazard that if it's not blue, it will be! #BeTheDifference
Geplaatst door Chelsea Football Club op Zaterdag 18 juli 2015
Now you see it, now you don't. Nemanja prepares to turn next season blue.
Geplaatst door Chelsea Football Club op Zondag 19 juli 2015
They kept it simple, but the effect was massive. Around 5 million people have seen the videos on Facebook, and that is great kit presentation result.
It will be interesting to see what Adidas prepared for Manchester United kit presentation in August. Probably something even more interesting.
Very nice. Reasonable amount of post-production spend, but worth it.
Surprised they’re still using Annotations and not InfoCards for the call to action on the YouTube video though, that’s a bit behind the times.