Adidas Guerrilla Marketing

Adidas Guerrilla Marketing

It is an unconventional way of performing marketing activities on a very low budget. Guerrilla marketing is quite different from traditional marketing efforts. Guerrilla marketing means going after the conventional goals of profits, sales and growth but doing it by using unconventional means, such as expanding offerings during gloomy economic days to inspire customers to increase the size of each purchase. Instead of asking that you invest money, guerrilla marketing suggests you invest time, energy, imagination and knowledge instead.

The concept store is called Adidas Originals. The overcrowded Leidse Square in Amsterdam is home to numerous sports bars and tourist traps, ideal for a public stage of “guerilla marketing”. In fact, those big boxes attract a lot of people and it will help to raise the customer’s attention to Adidas brand name.

Adidas Guerrilla Marketing Challenge

A brief Introduction about the competition

During the spring 2008, Entrypark organized the adidas Guerrilla Marketing Challenge together with our partner company, Adidas. With more than 600 individual and 200 team applications from across Europe, the challenge proved a huge success. The final event was held in May at Adidas’ headquarters in Herzogenaurach. This is such a great competition and obviously a potential opportunity for Adidas to find more unconventional and unique marketing ideas. Adidas received a huge amount of very creative and fantastic solutions for their competition Adidas Guerrilla Marketing Challenge from teams from all around the globe.

The Prize

Up to five final teams was invited to Adidas Group's headquarters in Herzogenaurach, Germany, and got chance to present their ideas and concepts in front of a qualified jury.

The winning team received 2 final round tickets to a UEFA EURO 2008™ game for each team member. The other teams received Adidas merchandise. Additionally, all finalist teams got an Entrypark career coaching.