Case Study: Adidas achieves strong brand association with Twitter

Adidas achieves strong brand association by engaging Madrid Marathon runners

Adidas Spain wanted to strengthen its brand association with the Madrid Marathon and reach running fans in a highly relevant, personalized way. Using Twitter’s real-time platform and advanced targeting options, Adidas created a campaign around the hashtag #WHYIRUNMADRID to engage runners before and during the event.

Twitter helped Adidas run a two-stage campaign with voting-card Tweets before the race and a Promoted Tweet with an auto-response after it, offering personalized finisher T-shirts to users who mentioned the brand. The result was 38,000 engagements and more than 5,000 hashtag mentions, showing strong audience participation and increased brand visibility for Adidas on Twitter.

Adidas