Adidas Live Event Distribution Strategy
Adidas is a global brand known for its commitment to sustainability, diversity, and innovation, constantly pushing boundaries in the sportswear industry. As part of their strategy to engage with their audience, I would like to organize a series of live events that will enable direct interaction with fans, athletes, and brand ambassadors.
The distribution of content surrounding these events will be done primarily through Facebook and Eventbrite. These platforms were chosen because of their broad reach and ability to effectively connect with Adidas' target audience, which includes athletes, fitness enthusiasts, and socially conscious consumers.
According to research, Facebook remains one of the largest social media platforms, with 2.91 billion monthly active users, making it ideal for both promoting events and tracking engagement through detailed analytics.
Why I Chose Facebook and Eventbrite
Facebook’s event management tools allow for seamless event promotion and tracking, which is crucial for creating a buzz leading up to our live events. Facebook’s ability to provide detailed demographic data helps us better understand our audience’s behaviors and tailor messages accordingly.
Eventbrite, on the other hand, simplifies the ticketing and registration process, and its integration with Facebook enables a smooth user experience for event attendees. Facebook’s algorithms also support organic and paid promotion, ensuring Adidas reaches both existing followers and new potential customers.
With these platforms, we can generate pre-event excitement, boost registration, and capture post-event feedback through videos and images to further the brand’s connection with the audience.
Message Linking and Conversion
Our social media distribution strategy involves creating an event page on Facebook that will link directly to Eventbrite for easy registration. Pre-event content will consist of event teasers, promotional flyers, and countdown posts to drive excitement and encourage sign-ups.
For instance, each day leading up to the event will feature unique posts such as athlete testimonials or behind-the-scenes footage from Adidas’ sustainability initiatives to further align with brand values. We’ll then link these posts back to the main Adidas website for additional information about the brand’s products and mission, maximizing conversion opportunities.
During the event, we’ll post live videos, highlights, and stories in real-time on Facebook to keep our audience engaged, with direct calls to action encouraging viewers to visit the Adidas website or shop for the limited-edition products launched during the event.
Following the event, videos, images, and user-generated content will be shared to maintain momentum, building long-term customer loyalty. The content calendar screenshot below demonstrates how we’ll organize this distribution.
Social Media Content Calendar Example
Our content calendar outlines daily posts leading up to and following the event. Each entry has a specific time, message, and image to ensure a consistent and well-timed release of event-related content. For example, the calendar shows that at 8:00 a.m. daily, a different athlete testimonial will be posted along with a link to the Eventbrite page, encouraging users to sign up for the live event.
Our content calendar outlines daily posts leading up to and following the event. Each entry has a specific time, message, and image to ensure a consistent and well-timed release of event-related content. For example, the calendar shows that at 8:00 a.m. daily, a different athlete testimonial will be posted along with a link to the Eventbrite page, encouraging users to sign up for the live event.
Conclusion
In summary, by leveraging Facebook and Eventbrite for our live event campaign, Adidas will be able to effectively engage with its audience through tailored messages that reflect the brand’s core values. With a strong distribution strategy and content calendar in place, we aim to boost attendance, drive conversions, and foster lasting relationships with customers. This strategic approach not only supports Adidas' current business goals but also sets the foundation for long-term brand advocacy.
*Note: This is for class purposes and is not an actual campaign for Adidas.
