adidas guerrilla marketing challenge
News
During the Spring, Entrypark organized the adidas Guerrilla Marketing Challenge together with our partner company, adidas. With more than 600 individual and 200 team applications from across Europe, the challenge proved a huge success. The final event was held in May at adidas’ headquarters in Herzogenaurach and we are proud to present you with the following video which showcases the work of the four finalists and captures the great atmosphere.
From May 29 to May 31, 2008 the final event of the adidas Guerrilla Marketing Challenge took place at adidas Group's headquarters in Herzogenaurach. Besides a full-fledged shopping tour through the adidas outlet, some original Franconian food and beer as well as some beachvolleyball action on the adidas campus, the four finalist teams presented their strategies to the jury.
All teams made a huge effort in preparing their strategies and impressing the jury by professional presentation skills. The winning team was Chipmunks from INSEAD with their "Stripe-spotting" concept. Congratulations!
Please check out Entrypark during the coming days and weeks since we will constantly upload photos and videos of the final round.
Once again, thanks a lot to all the teams participating - it was great fun having this challenge for you!
We are happy to announce that the following teams made it to the final round of the adidas Guerrilla Marketing Challenge:
| Alpen-Ambush | Paris, HEC School of Management London, School of Economics Rotterdam, RSM Erasmus University |
| Chipmunks | Fontainebleau, INSEAD |
| Lymitosis | Stockholm, School of Economics (SSE) |
| Road to Glory | Barcelona, IESE Business School |
Check out Entrypark after the final event in Herzogenaurach on May 30, 2008 to find information on the teams’ presentations, the winning team as well as photos and videos of the event.
Once again, a big thank you to all the teams that participated in the challenge - it was great fun reading your strategies and ideas!
A big congratulations to all 20 teams that participated in the second round of the adidas Guerrilla Marketing Challenge.
All teams made a really great effort in conceptualizing and finalizing their strategies and submitted high-standard and great quality concepts. Thus, the jury scrutinized the papers with the same standards applied when choosing advertising or marketing agencies for real-life campaigns. Due to the extraordinary quality of the concepts, we have extended the evaluation period and will announce the finalist teams in calendar week 19.
The final presentation will take place from May 29 to May 31, 2008 in Herzogenaurach, Germany.
Agenda of the presentation| May 29 |
Outlet Shopping Surprise Dinner |
| May 30 |
Guided Tour through the adidas Group's headquarters Final presentation of the teams Award Ceremony Barbecue |
| May 31 | Guided Tour through Nuremberg with its lovely old town |
Round 2 of the adidas Guerrilla Marketing Challenge will end on Friday, April 4. All the teams need to submit their detailed concepts in PDF format to challenge@entrypark.com .
The five best teams will be chosen by Saturday, April 19, and will be invited to present their ideas to a jury of executive managers from adidas and Entrypark. The final presentation will take place on Friday, May 30. More information can be found here: 'Challenge – Round 3.'
Good luck to all teams!
The huge amount of submissions made it really hard for us to find the Top 20 strategy papers that make it to round 2 of the challenge.
But here they are – the Top 20 that go to round 2!
| 4 im Weckla | Erlangen-Nuremberg, Friedrich-Alexander-University |
| Alpen-Ambush | Paris, HEC School of Management |
| Baboon Business | Barcelona, IED – Istituto Europeo di Design |
| Bavarians do it better | Amberg-Weiden, University of Applied Sciences |
| Chipmunks | Fontainebleau, INSEAD |
| Dreamteam | Louvain School of Management |
| ESB Consultants | Reutlingen, European School of Business |
| LEEDS | Leeds, University Business School |
| Love is in the game | Rotterdam, RSM Erasmus University |
| Lymitosis | Stockholm, School of Economics (SSE) |
| Mean Marketing | Oslo, Norwegian School of Management |
| MTP.ORG Cologne | Cologne, University |
| Proxy | Grenoble, Ecole de Management |
| Road to Glory | Barcelona, IESE Business School |
| SAM. | Oestrich-Winkel, European Business School (EBS) |
| Sport Insight | Lille, ESC |
| TeamZuyd | Sittard, Hogeschool Zuyd |
| The CGOs - Chief Guerilla Officers | Reutlingen, European School of Business |
| The Team of the Five Golden Stripes of Barcelona | Barcelona, La Salle University |
| Zeezoo | St. Gallen, University of St. Gallen |
Until April 4, 2008, the teams have to create a presentation (maximum 20 slides) of their concept. The presentation has to be submitted in PDF format to challenge@entrypark.com.
We would like to thank all teams that participated in the first round!
Currently, all submitted executive summaries are being reviewed, so stay tuned until Friday, March 7, 2008, when the results will be published who will make it into round 2!
Kick-Off
The adidas Guerrilla Marketing Challenge
Great sport events move and inspire people. Outstanding marketing concepts and ideas can reach the same.This is your chance to inspire people!
Teams consisting of 3-5 students have the opportunity to develop and submit a innovative, creative and authentic guerrilla marketing concept for adidas at UEFA EURO 2008™.
How it works
The adidas Guerrilla Marketing Challenge is split up in 3 rounds:- Application: Sign up by March 2, 2008 and pitch an outline of your guerrilla marketing campaign
- Detailed Concepts: 20 teams will be selected from round 1 and will be eligible to send in their detailed strategies
- Final Presentation: Up to five teams will be invited to present their concepts at adidas Group's headquarters in Herzogenaurach, Germany
Develop a Guerrilla Marketing Campaign
Guerrilla Marketing, according to Jay C. Levinson, who coined the term, is an “unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets”.We want you to use your creativity. Come up with smart, clever, funny, unconventional ideas and show us how you would promote adidas with your guerrilla marketing concept. Outline your strategy, define your target group and describe the activities and/or events of your concept. You have a fictional budget of 50,000 Euro for the implementation of your strategy.
The Prize
Up to five final teams will be invited to adidas Group's headquarters in Herzogenaurach, Germany, and will be able to present their ideas and concepts in front of a qualified jury.The winning team will receive 2 final round tickets to a UEFA EURO 2008™ game for each team member. The other teams will receive adidas merchandise. Additionally, all finalist teams will get an Entrypark career coaching.
Media
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