Brand in the Hand: Mobile Marketing at Adidas Harvard Case Solution & Analysis

Manager for global media for Adidas International is responsible for developing and advocating a new marketing strategy called Adidas "brand in hand" which, through the convergence of mobile phones and wireless Internet. Represents the company background information, data on the penetration of mobile devices such as cell phones, the growth of the global mobile marketing practices, as well as several mobile marketing communications campaign, Adidas launched in 2004, such as mobile news ticker for the 2004 European Football Championship. Represents a particular campaign - Respect ME -. Thanks to Missy Elliott, popular female hip-hop artist, and discusses mobile marketing strategy in support of a new line of sportswear Elliott "Hide
by Andrew Rohm, FAREENA Sultan, David Wesley Source: Richard Ivey School of Business Foundation 25 pages. Publication Date: September 26, 2005. Prod. # 905A24-PDF-ENG

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Brand in the Hand: Mobile Marketing at Adidas

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