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adidas Guerrilla Marketing Challenge
News
Finalist Teams
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!
Final round of the adidas Guerrilla Marketing Challenge
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
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| May 30 |
Guided Tour through the adidas Group Headquarter
Final presentation of the teams
Award Ceremony
Barbecue
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| May 31 |
Guided Tour through Nuremberg with its lovely old town
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Deadline for second round!
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!
Congratulations!
Entrypark and adidas thank all teams that signed up for the adidas Guerrilla Marketing Challenge and submitted really interesting concept papers.
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 |
The Top 20 teams can now elaborate on their idea and work on the details of their concepts.
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.
People got inspired!
We received a huge amount of very creative and fantastic solutions for the adidas Guerrilla Marketing Challenge from teams from all around the Globe.
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’ 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
 | German media partner |
The Challenge
The Team
Each team consists of 3-5 students. Each team member needs to be registered on Entrypark to be able to participate in the adidas Guerrilla Marketing Challenge. One team leader can register the team on this microsite after logging into Entrypark. The team leaders can then invite their fellow team members on the registration page, who will receive an invitation to the team and confirm their membership.
All team members are required to state their nationality, the school they are registered at, and upload their CVs on their Entrypark profile.
The 3 Rounds
Round 1 – Application
After setting up and registering your team you can start working on your Guerrilla Marketing concept.
By March 2, 2008 (deadline for Round 1) you are required to hand in a maximum two-page executive summary of your strategy by uploading it on this site.
The goal of this paper is to concisely describe your concept. The paper must describe the creative motto of your campaign. You should elaborate on the overall strategy and the aim of your efforts. The summary should define the target group, just as it should outline the implementation and the events, merchandise and/or activities it entails. Bear in mind that the adidas Guerrilla Marketing campaign has a fictional budget of 50,000 Euro.
Content of the executive summary
- Creative motto of campaign
- Overall strategy/aim of campaign
- Target group
- Rough sketch of realization via events, merchandise, and activities
Criteria for winning executive summaries
- Maximum of two pages
- Layout
- Creativity
- Feasibility
- Authenticity / adidas fit
- Formal criteria
Round 2 – Detailed concepts
After the 20 best concepts and teams have been chosen in round 1, the team members can elaborate on their idea and work on the details of their concept. Until April 4, 2008 the teams have to create a presentation (maximum 20-slide) of their concept.
Content of the detailed concepts
- Detailed strategy/tools on hand (on & offline media)
- Drafts of promotion material, merchandise, and events
- Timeline
- Measurement tools of success
- Cost calculation
Criteria for winning concepts
- Creativity
- Feasibility
- Formal criteria
- Layout
- Maximum 20 slides
- Authenticity / adidas fit
Up to five Guerrilla Marketing concepts will be chosen and the team members will be invited to present their work at adidas' headquarters beginning of May 2008 in round 3.
Round 3 – Final presentation
Up to five teams will be invited to adidas Groups’ headquarters in Herzogenaurach, Germany, to present their concepts to a jury of executive managers from adidas Group and Entrypark.
The teams will be arriving on Thursday, May 29, and there will be a kick-off meeting at 4pm. The presentations and award ceremony will take place on Friday, May 30.
Each presentation shall take no longer than 20 minutes plus an additional 10 minutes for questions. The jury will consist of:
- Head of Strategic Concepts, adidas
- Vice President Global Football and Rugby, adidas
- Group Brand Communication Manager, adidas
- Head of Strategic Sports Marketing, adidas
- Vice President Marketing Sport Style, adidas
- Co-Founder and Partner, Entrypark
- Global Marketing and Sales Manager, Entrypark
Content of the presentation
- Detailed strategy/tools on hand (on- & offline media)
- Drafts of promotional material, merchandise and events
- Timeline
- Measurement tools of success
- Cost calculation
Criteria for winning team
- Creativity and professionalism in terms of presenting
- Formal criteria
- Maximum of 20 slides / 30 minutes
- Layout
The Timeline
| Date |
Round |
What happens |
| March 2, 2008 |
Round 1 |
Registration and handing in of executive summary |
| Mar 7, 2008 |
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Selection and notification of up to 20 finalist teams |
| Apr 4, 2008 |
Round 2 |
Handing in of detailed concept (20 slide presentation) |
| Apr 19, 2008 |
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Selection and notification of up to five finalist teams |
| Beginning of May, 2008 |
Round 3 |
Final presentation at adidas Group's headquarters |
Glory
Five finalist teams
Up to five finalist teams will be invited to the adidas Group’s headquarters in Herzogenaurach, Germany.
They will get the chance to present themselves and their ideas and concepts in front of a jury of adidas and Entrypark managers.
Winning team
The winning team receives two tickets to a final round game of UEFA EURO 2008™ for each team member and a career coaching from Entrypark.
Runner-ups 2-5
Each team member of the other teams will win an adidas merchandise package and a career coaching from Entrypark.
Registration Process
Sign ups closed
The registration is now closed.
Entrypark and adidas thank all participants for taking part in the adidas Guerrilla Marketing Challenge and sending in their strategy papers!
Stay tuned for the results of the first round!
Your adidas Experience
Internships at adidas
Besides taking part in the adidas guerrilla marketing challenge, you can also become part of our student internship program.
The goal of our internship program is to provide students with a challenging and interesting 4-6 months work experience at the adidas headquarters.
You will be amazed by the level of diversity that we offer within our broad range of departments for an internship in Herzogenaurach, Germany in the following areas:
- Marketing (Product Management, Public Relations, Communication)
- Market Research
- Design
- Operations (Product Development, Sourcing, Logistics)
- Information Technology
- commercial Operations Europe (Key Account Management, Customer Service, Retail)
- Finance/Controlling
- Human Resources
Please find more detailed information at:
Adidas Internships Website
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