Adidas Gives Soccer Fans Access To Exclusive Content By Scanning The World Cup Ball

Adidas Gives Soccer Fans Access To Exclusive Content By Scanning The World Cup Ball
Merchandising & Curation

Adidas invites consumers to share their skills with their fellow football fanatics after unlocking a range of challenges with NFC tech, taking advantage of the opportunity the World Cup provides to offer engaging consumer-brand experiences

Elisa Lewittes
  • 3 july 2018

Adidas introduces the Telstar Mechta ball for the 2018 World Cup official, knockout stages for the FIFA match. Like its predecessor, the Telstar 18, this official match ball is made of sustainably-sourced, thermally-bonded panels with pixellated 3D surfaces. The most technologically-tested ball in the history of the World Cup, the Telstar Machta ball is not only the most innovative but also the most interactive official match ball yet.

The technological features of these match balls are only available for consumer, official-match use. Its built-in near-field communication chip enables consumers to interact with the ball using the NFC app on their smartphones.

At each consumer touchpoint, the ball personalizes users’ experience based on their geographic location. After uniquely identifying the user, the app enables the consumer to unlock exclusive video content and information. Additionally, the ball creates challenges that allow the consumer to directly interact with the ball. For example, the user can film himself or herself and upload the video to share with the Adidas Football community.

With the World Cup mania in full swing, Adidas continues to deliver personalized offerings to engaged fans and customers. Before the World Cup, this campaign launched that allowed consumers to directly interact with Sweden’s team coach. This immersive marketing strategy shows the importance of consumer interaction and co-creating in World Cup content.


+Packaging & Storytelling
+product offering
+Shopper Marketing
+world cup

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