4 hours and 20 minutes! Adidas "Trefoil" did an incredible live broadcast

"The emergence of a new medium will lead to the emergence of a new civilization," Innis wrote in his book Bias of Communication.

It is true that from newspapers to television, PCs to mobile phones, Weibo to WeChat , behind every media change is the birth of a new lifestyle. Of course, for marketers , it is also the beginning of a marketing revolution.

In the past two years, " live streaming " as a new form of entertainment and social interaction has begun to appear everywhere in the public eye. Live streaming meets the social demands of the new generation of society’s main force, the post-90s and post-00s, who want to “seek attention,” “desire,” and “be famous.” Its booming development trend has also successfully attracted the attention of major brand owners. Therefore, how to carry out live streaming marketing has become a new proposition for communicators in this era.

Case: adidas played an incredible live broadcast, but it achieved 30 million views

On May 31, the well-known fashion sports brand adidas-Originals officially announced that Asia’s hottest trend idol Lu Han has joined the “Blue Blood Family” and become the new brand spokesperson for Greater China.

To this end, Adidas planned a 4-hour and 20-minute live broadcast on Yizhibo, which can be called the "most incredible" live broadcast in history. However, this live broadcast attracted nearly 30 million cumulative views, with a peak of 1.17 million and received nearly 20 million likes.

What kind of creativity did Adidas use to attract millions of people to watch a 4-hour live broadcast? Don’t worry, I will explain it to you in detail next. I will first use time as a thread to review the key nodes and actions of Adidas' live marketing, so as to break down its communication logic.

On May 31st, at 8:07 am, adidas Originals quietly launched a live broadcast on the Yizhibo platform and raised the suspenseful question of "Who is the next Icon?"

After the live broadcast began, Adidas did not directly reveal the answer. Instead, it used 4 cameras on site to "monitor" and shoot the real scene inside the Adidas official flagship store from different angles. Only the countdown that kept jumping on the screen performed a silent sense of ritual. This sense of ritual can actually be described as "boring". But despite this kind of "boredom", the number of people online at the same time reached 1.17 million.

Finally, as the live broadcast entered the countdown, adidas Originals’ official Weibo account suddenly released a Miaopai video endorsed by Lu Han, pushing the event to a climax. Weibo exploded instantly, with 1.66 million reposts, 250,000 comments, and 180,000 likes in a short period of time. It was like a flood that had been accumulating for a very long time and suddenly burst out.

Disassembly: The communication science behind the "silent" live broadcast, the operation method is admirable

After reviewing adidas Originals’ live marketing campaign, you will find that this event was not really a “silent” live broadcast. The reason why this live broadcast event became so popular is not only because of Lu Han’s own traffic effect, but also because of Adidas’ clever design for this live broadcast event.

I have tried to break down three points of thought for your reference.

1. Cleverly create suspense and let the audience unravel the story layer by layer

On the surface, this more than four-hour live broadcast was a silent ritual. However, if you pay close attention, you will find that Adidas has set up a lot of suspense from the beginning of the live broadcast.

At the beginning of the live broadcast, Adidas raised the suspenseful question of "Who is the next Icon?", which undoubtedly told the public that it will announce a new spokesperson during this live broadcast. The word "Icon" naturally makes people think that Adidas' new spokespersons are basically idol stars. Therefore, as soon as the live broadcast started, it attracted a large number of celebrity fans to watch.

Not only that, the clues pre-buried by Adidas are even reflected in the program itself - the live broadcast duration of 4 hours and 20 minutes represents the birthday of April 20, the number 27 in the reveal time of 12:27 represents the age of 27, and there is also a "deer head" image that is constantly switching in the live broadcast process. These small clues all point to the new brand spokesperson of adidas Originals: Lu Han.

Therefore, when adidas Originals’ official Weibo account finally announced that Lu Han was the spokesperson, the post instantly went viral and fans flocked in like a flood. If you look at it carefully, this is actually a kind of "hunger marketing", which whets fans' appetites for more than four hours at the beginning and then suddenly releases them at the end.

2. Choose the platform wisely to achieve close linkage among multiple platforms

There is actually a reason why Adidas chose Yizhibo for live streaming cooperation. We can see from the review that in this live broadcast, Adidas almost achieved seamless integration of the three major social media channels : Yizhibo, Weibo, and Miaopai.

In fact, we can see the clue from the investment background: Yizhibo and Miaopai actually belong to the same company - Yixia Technology , and one of the shareholders of Yixia Technology is Sina Weibo . In addition, Miaopai is the only short video service provider on Sina Weibo (Miaopai is required to post short videos on Sina Weibo), and the relationship between Yizhibo and Sina Weibo is even more special. Not only has it reached a strategic live broadcast partnership with Weibo and provided live broadcast services for Weibo, it is also associated with products such as Sina Weibo, Miaopai, and Xiaokaxiu , providing an entry for live broadcast. In other words, the live broadcast activities you publish on Yizhibo will be simultaneously published on Sina Weibo and even recommended.

Therefore, Adidas’ choice of Yizhibo this time is actually a very wise choice. It not only enables its various links to be cleverly connected, but also brings it multi-channel traffic. In addition, Yizhibo and Miaopai, as the platforms that are most closely related to the entertainment industry, actually brought accurate traffic to this event - there are more than 3,000 celebrities on the platform, and the cumulative number of fans exceeds 2 billion (including overlapping fans).

3. Creating something out of nothing: live streaming highlights brand identity

adidas Originals has always given people a brand impression of endless originality, self-challenging and breaking through limitations. This is its brand spirit and also a value proposition.

Live streaming is a form of entertainment and social interaction, and many live streaming marketing campaigns take the form of interactions with internet celebrities , interviews with stars, and fun and antic activities. But this form is exactly inconsistent with the brand tone of adidas Originals.

So, how can we highlight the brand tone of adidas Originals through live streaming? The planners of this live broadcast event took a unique approach - no celebrities were invited to appear, no hosts were used, no designed routines or segments were used, but instead a silent and cool live broadcast was used to capture users. This "lengthy" and "silent" surveillance video-style live broadcast fits perfectly with the brand tone of adidas Originals - endless originality, challenging oneself, and breaking through limitations.

To sum up, through the marketing cases of Adidas and Yizhibo, we will find that a good live broadcast marketing should not stick to the "routine", but should give more consideration to the brand tone, cooperation platform, and interactive methods. Only in this way can our live broadcast activities ignite brand enthusiasm, ignite brand spirit, and successfully establish a communication bridge with consumers. Just like the brand spirit of adidas Originals, as communicators, we should also maintain "unceasing originality".

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The author of this article @Lulingzicun is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map