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Taylormade-Adidas Digital Marketing Campaign

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Mike Merrifield

Adidas is launching a golf campaign from August to September to promote their Taylormade-Adidas golf division and new driver. The campaign will include a sweepstakes giving entrants a chance to play golf with pro Dustin Johnson. Key tactics include Google AdWords and promoting through Dustin Johnson's Twitter account. The goal is to boost sales and maintain Taylormade's position as the "#1 Driver in Golf".

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By: Mike Merrifield
Adidas Multinational Corporation Designs and Manufactures Sports wear and equipment 14.8 Billon in Net Sales during 2012
Taylormade-Adidas Golf division Considered Other BusinessesIn Annual Report 1.344 Billion in Net Sales for 2012 #1 Driver in Golf
Campaign Launch Campaign from Aug 1st- Sept 31st Sweepstakes Purchase $100 or more in merchandise Golf getaway for winner and three friends Chance to play with PGA Tour Pro Dustin Johnson
Target Audience Golfers Any Skill Level Must be 18 years of age or older
Key Performance Indicators 2012 2013 Outlook Increase at a mid-single- digit rate in Net Sales Maintain high visibility Maintain #1 Driver in Golf 1.344 Billion in Net Sales Increase of 20% from 2011 Largest increase from any division within the company
Big Idea Chance to play with Dustin Johnson Release of New SLDR Driver Pair sweepstakes with both attractions Get people to spend more then just $100
Tools and Tactics Google AdWords Twitter Dustin Johnson 183K Followers Taylormade Golf 129K Followers Adidas Golf 57K Followers Taylormade Taylormade Golf Adidas Golf Adidas golf shoes Dustin Johnson
Budget Google AdWords Combined 5 Keywords Max CPC $25 $1600 a Day 9300 Impressions a day Run ad for two months Total= $97,600 Digital agency not required Have social media staff promote through Twitter
Summary Launching the sweepstakes with release of new driver More attention towards Taylormade-Adidas Great way to boost sales towards the end of the PGA Tour golf season

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Taylormade-Adidas Digital Marketing Campaign

  • 2. Adidas Multinational Corporation Designs and Manufactures Sports wear and equipment 14.8 Billon in Net Sales during 2012
  • 3. Taylormade-Adidas Golf division Considered Other BusinessesIn Annual Report 1.344 Billion in Net Sales for 2012 #1 Driver in Golf
  • 4. Campaign Launch Campaign from Aug 1st- Sept 31st Sweepstakes Purchase $100 or more in merchandise Golf getaway for winner and three friends Chance to play with PGA Tour Pro Dustin Johnson
  • 5. Target Audience Golfers Any Skill Level Must be 18 years of age or older
  • 6. Key Performance Indicators 2012 2013 Outlook Increase at a mid-single- digit rate in Net Sales Maintain high visibility Maintain #1 Driver in Golf 1.344 Billion in Net Sales Increase of 20% from 2011 Largest increase from any division within the company
  • 7. Big Idea Chance to play with Dustin Johnson Release of New SLDR Driver Pair sweepstakes with both attractions Get people to spend more then just $100
  • 8. Tools and Tactics Google AdWords Twitter Dustin Johnson 183K Followers Taylormade Golf 129K Followers Adidas Golf 57K Followers Taylormade Taylormade Golf Adidas Golf Adidas golf shoes Dustin Johnson
  • 9. Budget Google AdWords Combined 5 Keywords Max CPC $25 $1600 a Day 9300 Impressions a day Run ad for two months Total= $97,600 Digital agency not required Have social media staff promote through Twitter
  • 10. Summary Launching the sweepstakes with release of new driver More attention towards Taylormade-Adidas Great way to boost sales towards the end of the PGA Tour golf season