To build excitement for adidas’ newest soccer franchise, Nemeziz, we partnered with Soccer.com to create a digital activation around the new Ocean Storm Nemeziz pack.
#UnlockTheContest was a digital video competition where entrants share soccer videos, unlock badges and impress judges for a chance to make their name. The best of the best receive the highest badge scores and unlock them all.
Each badge represents a single skill necessary to be a well-rounded, creative player. By sharing an Instagram vid, budding superstars could earn a specific badge based on skills such as best freestyle off the wall, ball stall, celebration and airtime. Earning all 22 badges showed the world you are a player who had all necessary skills to be the next soccer icon.
We were looking for the players with skills and swagger to not just change the game, but create it.
The grand prize winner and a guest were flown to Germany for an exclusive adidas and soccer.com creator experience; including 2 VIP tickets to FC Bayern v Celtic on Allianz Stadium in Munich Germany (Champions League Group Stage), a private tour of adidas HQ, all the gear they could dream of.
Influencer kits were sent to next generation athletes with the most relevancy in their soccer communities. These kits served to build excitement around the release of the NEMEZIZ franchise and garner the participation of soccer influencers.
The campaign generated over 9 million impressions and 285,000 engagements. Out of the 770 videos submitted, only one could win. Ian Green, a 15 year-old from North Carolina, took the contest by storm (pun intended).