Twitter is one of the most popular platforms in social media marketing. Some of the most creative campaigns are twitter campaigns. It is quite interesting to see how brands have adapted to twitter to generate brand awareness and online buzz about their products or services. One of the most interesting twitter strategy has been followed by @AdidasUK, which appears to have mastered the art of Live tweeting.

@AdidasUK tweets about Live football events, as they unfold on the field. If a player scores a goal wearing an Adidas shoe or product, then it turns into an instant tweet with a picture (of the shoe)! This is a brilliant way to engage the followers with real-time tweets of events that have a huge impact on the match. Goals, reactions, responses and more are converted into tweets with images. Photographs travel faster on internet than anything else, and so has a higher chances of going viral.

Unstoppable! Luis Suarez is #allin!

— adidas UK (@adidasUK) December 15, 2013

Advantages of Real-Time Tweets

1. Engages followers who are following Live tweets – works especially well for sports, fashion shows, events, music concerts and performances.

2. Tweets bring products to forefront. Showcasing the products along with the activity in real-time setting has a higher impact on the followers than a stand-alone image of the product.

3. Image combination used by AdidasUK has 2 benefits:
i. it displays the brand product used
ii. it displays the product was used by which famous personality
The combination of such an image along with an interesting and hard-hitting tweet is a perfect combination of viral content

4. #allin
Adidas has a key proposition which is crisp and symbolises brand value perfectly – #allin fits well in social media with all platforms as well. It has a passionate feel which resonates with the target audience.

5. Freshness

The timing of tweets is perfect, as the event is fresh in everyone\’s mind. Everyone can relate to them and feel the passion for the sport and the brand. Live-tweeting intensifies the positive emotion towards the brand and the products.

Lessons to Learn From AdidasUK

1. Engaging tweets

Brazilian magic! Well played @fernaoficial. Man of the match in a classic!

— adidas UK (@adidasUK) December 14, 2013

2. Timely tweets

Time for the Youngs brothers to go #allin for @ercrugby! RT if you\’re watching! — adidas UK (@adidasUK) December 8, 2013

3. Visually influential tweets

Luis Suarez is flying! 35 minute hat-trick. That\’s how to go #allin #F50

— adidas UK (@adidasUK) December 4, 2013

Goal machine! #F50 — adidas UK (@adidasUK) December 4, 2013

4. Use of brand value hashtag – #allin in every tweet with various combinations. For eg: in the tweet below it is #allinformurray

Congratulations @andy_murray! #allinformurray — adidas UK (@adidasUK) December 15, 2013

Every tweet receives a massive response and spread the word about the product. Fan followers get influenced by the products used on field by their sports idols and an over-all impact is the positive brand awareness on the twitter following.


We would suggest to take this a real-time visual marketing a step ahead, and integrate it on other visual platforms like Vine and Instagram as well. Create Vine videos of these shots where players wearing the products do exceptionally well and share that content. Instagram videos can also be created and shared.

Something more from Adidas?

Adidas has launched a new global brand strategy before FIFA 2014 – with @brazuca – in the name of the official 2014 FIFA World Cup ball. This twitter account will cover the ball\’s journey through the 2014 FIFA World Cup. Currently they are following the ball\’s journey on twitter. What\’s your opinion on this marketing strategy for 2014 FIFA World Cup?

I’m @brazuca, match ball of the 2014 FIFA #WorldCup. Yes I’m a ball. Yes I’m tweeting. Join me on my journey! #ballin

— brazuca (@brazuca) December 3, 2013