- Adidas release a new product – Football boots F50. They want to increase brand recognition of the product to end users through a game which was held during a football champion league.
- Adidas blast SMS to inform their current customers as well as potential one to join the game and win T-shirt, football, etc. everyday.
- Consumers text F50 Football_Team to 8727 to submit name of the team they think will score first in that day. Those who have correct guess will be eligible to join lucky draws for gifts.
- There were around 1,000 users joining each day
- Besides introducing new products to current customers, Adidas recruit many new potential joining
the game (est. 30%)