adidas Wants You To Pick A Superhero And Play The Game

The Quest, a multi-platform campaign created by adidas and 180 Amsterdam/RIOT invites football fans to engage, interact and converse with other fans from all over the world during the 2010 FIFA World Cup, the world’s biggest sporting event.

The adidas World Cup trailer leads to the brand’s Facebook page where 32 players, one for each team in the tournament, are matched up against each other.
Fans pick a favorite player and weigh up his chances against opposing players. Plus, participants receive points and prizes for how well their player does in the actual tournament, which is how fantasy leagues work.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.