Adidas Football is the first major brand to use Twitter’s newly-launched ad. Meerkat-style service Periscope that will see it live stream Real Madrid star James Rodriguez pen a new deal with the brand.
The event is being streamed live from Adidas HQ in Herzogenaurach, Germany for fans to watch this afternoon and comes a day after Twitter unveiled the service. It means that Adidas can embed the video into its Tweets, a move it hopes will give its snackable content greater virility on the micro-blogging site.
— adidasfootball (@adidasfootball) March 26, 2015
Here he is! @jamesdrodriguez has signed a contract extension with adidas. #therewillbehaterspic.twitter.com/NueKxSvZag — adidasfootball (@adidasfootball) March 26, 2015
Twitter acquired Periscope two weeks ago, a move that came as rival mobile live-streaming app Meerkat was thrust into the spotlight, boasting over 100,000 users and celebrities such as Jimmy Fallon and Madonna.
For Adidas, the launch builds on its global partnership with Twitter, which affords it priority access to new services and insights. The tie-up saw the sportswear maker become the first to use Twitter's group Dm feature last month when it let supporters of its #ThereWillBeHaters campaign have a private group conversation with footballer Karim Benzema.
Rob Hughes, global PR &and social media director at Adidas Football, said: “By capturing the signing of one of the world’s most high profile players in James Rodriguez, and posting the video in real-time, we have not only rewarded our fans and our communities with great content, but we have demonstrated once again that adidas is at the forefront of building brand advocacy through social channels. Industry leading initiatives need to be complemented with exceptional marketing concepts and this is no different as we continue to raise the bar when it comes to breaking new ground with technology-inspired fan engagement.”
The move feeds into the company’s efforts to leverage the role of video in its media mix.