Adidas Brings You the First ‘Smart’ Soccer Match

PumaPulse Curated By ZenithOptimedia, The ROI Agency Find out more at http://puma-pulse.blogspot.com


Zenith Comment:  This is just VERY cool!

Adidas and Major League Soccer today (April 10th) announced that the 2012 AT&T MLS All-Star Game will feature the company's "micoach professional soccer team tracking system." 

The technology will be built into the apparel, said Michael Ehrlich, a spokesman for Adidas America, which is based in Portland. (Original version of this post mistakenly said it would be built into jerseys.)

But the company released few other details about the system on Tuesday, saying more would be announced in advance of the July 25 All-Star Game in Philadelphia. 

The system, a news release says, "provides coaches with real time performance metrics on the field of play including player position, power output, speed, distance covered, intensity of play, acceleration and GPS heat mapping." 

A photo accompanying the news release suggests that the data may be projected for public analysis. 

In other words, now fans may have irrefutable proof whether a professional athlete is, indeed, dogging it. 

The introduction of the system follows last October's announcement at Adidas America of the micoach SPEED_CELL that can be attached to soccer shoes to record a variety of data. The SPEED_CELL was introduced at the same time as a soccer shoe to carry the device, the adizero f50 micoach.

"Our leading innovations help athletes and coaches on the field of play and we are finding ways to use these innovations to create more immersive sporting environments and experiences that will revolutionize the way we view sports and engage and excite fans," Patrik Nilsson, Adidas America president, said in a news release. 

Because it is the officials supplier of uniforms, aka "apparel," for the MLS, Adidas will have no issues with every player -- who has an individual choice of shoes -- taking part in the micoach tracking system. 

The team-tracking technology was developed at Adidas AG headquarters in Germany, which presents the intriguing possibility that it could be introduced into apparel worn in the National Hockey League. Adidas AG-owned Reebok is the NHL's uniform supplier.

The tracking system has been tested and developed with MLS and its clubs, multiple

national teams, and clubs in Europe, according to the news release.Following All-Star Game, the new technology will be rolled out globally in the coming seasons.

 

View full sizeAdidasThis drawing suggests the capabilities of the micoach data system.

Five brands that are using Google+ effectively

PumaPulse Curated By ZenithOptimedia, The ROI Agency Find out more at http://puma-pulse.blogspot.com


Zenith Comment:  Following on from the Regional Marketing conference last week, this post shows 5 brands that are using Google + effectively.  There is a question over whether or not Google+ will still be around in a year or two.  Still interesting to see how other brands are using the social network, Burberry being the most relevant for PUMA.

According to latest figures, Google+ now has over 100m users. A phenomenal feat when you consider that the network has only been around for a little over six months.

So it's no surprise to see more and more brands getting in on the act.

The challenge many brands are facing with Google+ is how to use the network as a business communications tool and what use they can find for it that they would not be able to find on other similar networks.

A few brands are already making interesting moves, using it in effective ways to engage with their audiences... 

Ford Europe competitions

Google+ was less than a week old when Ford Europe ran a competition to win a copy of the rallying console game Dirt.

The concept was simple: Ford posted a picture and you added your comment. The comment with the most +1s won. The simplicity of the campaign showed a clear understanding of the network and a willingness to work with and trust their instincts.

This was a brave move by Ford, as the network was quite exclusive at that stage and those that had access were not very familiar with the way things worked.

Cadbury UK product launch

Many people were surprised when Cadbury UK used Google+ to announce the launch of its new Dairy Milk Bubbly bar in January 2012.

And although Cadbury didn't use Google+ exclusively, the fact that the news was broken on the network meant Cadbury would have been able to interact with followers beyond the activity on the page, especially in a way that was better than what other networks had to offer at the time.

Cadbury is one of the more popular consumer brands on Google+. Here is the company's five best practice tips for G+. 

David Beckham hangouts

Google+'s hangouts have proved to be a very popular addition to the network, with major brands and celebrities using its video conferencing tools to reach out to their audiences.

England footballer David Beckham was one of the first to use the hangouts to reach out to his fans. The session proved a huge hit, leading to other brands and celebrities “hanging out” with their fans, including US President Barack Obama. 

The hangouts provide a medium of real time video conversations that can only build confidence in the brand. 

Burberry's images and multimedia

Burberry was one of the first brands to launch a Google+ brand page.

The company was quick to realise the power of a network powered by an engine like Google, the unique features, the deep integration with YouTube, rich photos and other multimedia and the opportunities that came with that.

These amenities ensured that Burberry was able to showcase its products to consumers in their true light.

Intel's circles

One of the most unique features of Google+ is the “circles”. Circles allow users to group followers into different groups for communicating different things.

This means brands are in a better position to share more relevant information with their followers, as against churning out the same information to everybody.

A good example of this can be seen with Intel, who invited users to select the photo which best represents the circle best aligned with the interests. This subtle but very effective move proved to be the right one as it ensured that people were getting exactly what they wanted.

Google+ is set to introduce more features very soon and if these stories are anything to go by, it's about spotting an opportunity and going for it. It is important to keep a keen eye on these developments, as the opportunities are limitless.

Source: http://econsultancy.com/us/blog/9357-five-brands-that-are-using-google-effectively-3

Reebok forced to pull controversial 'Cheat On Your Girlfriend, Not Your Workout' ad campaign after public backlash

PumaPulse Curated By ZenithOptimedia, The ROI Agency Find out more at http://puma-pulse.blogspot.com

Zenith Comment:  This is what happens when you don't get sign off from Regional Marketing Team on campaigns...

A controversial Reebok ad has been removed from display following widespread complaints.

The poster, which ran at a gym affiliated with the brand in Germany, was intended to motivate, with the slogan: 'Cheat on your girlfriend, not on your workout.'

Instead, however, it was met with a consumer backlash, and the sportswear firm pulled the ad and acknowledged that it was 'offensive'.

Reebok's relationship advice: An ad by Reebok telling gym-goers to cheat on their girlfriends not their workout got pulled after public outrage

 

The promotional gaffe was not part of a worldwide marketing campaign, but thanks to social media, the reaction has been global. Radar Online obtained a letter to Reebok from Cheaterville.com, a site that calls out philandering partners online, which urged a boycott of the brand.

The promotional gaffe was not part of a worldwide marketing campaign, but thanks to social media, the reaction has been global. Radar Online obtained a letter to Reebok from Cheaterville.com, a site that calls out philandering partners online, which urged a boycott of the brand.

The letter read: 'This form of advertising shows a dishonest and disrespectful attitude towards women and your company should be ashamed to have even placed this ad in various places thinking it would be perceived in any other way.'  Yesterday, a spokesman issued a public apology. Dan Sarro told CBSBoston.com: 'We regret that some offensive Reebok materials were recently printed.The signs were removed as soon as we were made aware of them.'

He continued: 'I can assure you that Reebok does not condone this message or cheating in any way. We apologize for the offensive nature of these materials, and are disappointed that they appeared at all.'

Although this ad appears to be an isolated incident, it certainly does nothing to help Reebok's continued tarnished image after the company was publicly criticised last year because of its 'toning shoes' campaign. The Federal Trade Commission deemed the Easytone campaign false advertising in its unsubstantiated claims about exercise benefits, and Reebok was made to pay a $25million fine.

Earlier this month an article in the Wall Street Journal revealed the financial impact of Reebok's recent struggles.Sales dropped 3per cent in the fourth quarter compared to the previous year, while Adidas sales grew by 14per cent.

Endomondo and Nike launch apps for Facebook's Timeline at SXSW

PumaPulse Curated By ZenithOptimedia, The ROI Agency Find out more at http://puma-pulse.blogspot.com

Zenith Comment:  Apologies as last weeks post on Nike+ was inaccurate - the title did not match the article.  Please find below an article that is relevant to the new app that has been launched to allow users to post their progress and milestones directly to their Facebook Timeline.  Great idea and a natural fit into the new Timeline.

 

At this week's South by Southwest Festival (SXSW) in Austin, Texas, Endomondo and Nike launched new apps for Facebook's Timeline.

The Endomondo fitness app for Facebook Timeline posts workouts live and in real-time, so Endomondo members can share their fitness progress and show routes of their jogging or bicycling workouts.  The app is available on all major mobile platforms, from iPhone and Android to BlackBerry and Windows Phone.

The Endomondo mobile app offers both free versions and Pro versions for less than €3 and can be used for a variety of sports, such as running, cycling, and walking, showing GPS tracking route, distance, duration, and calories burned. On certain handsets, the app also supports integration with built-in music players and Bluetooth heart rate monitors from Polar and Zephyr.

As of last week, people can also use the Nike FuelBand iPhone app to find friends and see a leader board of how much "fuel" they've earned versus their friends. This week, Nike app users can now post their progress and milestones available directly to their Facebook Timeline with a new app launched at SXSW.

Other new Timeline apps just launched at SXSW include The Onion, Vevo, Foursquare, Fandgango, and Viddy.