Puma Promo, Case study HARDCHORUS by Droga5 New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency Droga5 New York
Creative Director Ted Royer
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: PUMA
Product/Service: PUMA FOOTBALL
Agency: DROGA5
Date of First Appearance: Feb 8 2010 12:00AM
Entry URL: http://www.pumahardchorus.com
Head of Ideas: Andrew Clarke (ZenithOptimedia)
Head of Communications Planning: Michael Iskas (ZenithOptimedia)
Account Director: Frances McCallum (ZenithOptimedia)
Newcast Project Manager: Anna Yorke (ZenithOptimedia)
Digital Planning Director: Stephen Neville (ZenithOptimedia)
Digital Planner: Alex Weetch (ZenithOptimedia)
Account Manager: Grashyna Jan Jurkiewicz (ZenithOptimedia)
Chief Marketing Officer: Tony Bertone (Puma)
Head of Global Marketing: Paul Gautier (Puma)
Head of Digital: Adam Petrick (Puma)
Media Manager: Jessica Bridges (Puma)
Digital Manager: Ingrid Wong (Puma)
Production Manager: Rachanee Charoenying (Puma)
Head of PR: Sara Gottman (Puma)
Creative Chairman: David Droga (Droga5)
Creative Director: Ted Royer (Droga5)
Creatives: Petter Hernmarck/Erik Hogfeldt (Droga5)
Account Director: Susie Nam (Droga5)
Account Manager: Laura S. Bunning (Droga5)
Account Manager: Sarah Frances Hartley (Droga5)
Media placement: Social Media - Facebook - 08/02/2010
Media placement: Social Media - YouTube - 08/02/2010
Media placement: Social Media - Twitter - 08/02/2010
Media placement: Social Media - Various Blogs & Football sites - 08/02/2010

Results and Effectiveness
Within two weeks Hardchorus was viewed 5,000,000 times (YouTube & pumahardchorus.com). Fans from 121 countries, representing 50+ clubs, praised Hardchorus with 3,000 YouTube comments and 700 videos. The global online buzz (600 blogs, 2,000 Tweets) drove national media coverage and delivered 100,000,000 free contacts. 50,000 V-cards were sent, earning 10 million free contacts via Facebook Connect. 50,000 fan addresses were added to PUMA’s database, while PUMA’s Facebook Football friends increased x 5 in a day. Hardchorus doubled weekly concept store sales and delivered 1,800,000 unique visitors to PUMA online. Hardchorus cost the equivalent of 5 x 30” World Cup TV spots.

Creative Execution
The PUMA Harcdchorus. A quirky video featuring real hard core fans chanting love songs that could be sent as a personalised Valentine’s e-card. Social media’s role was to amplify the campaign by utilising the social nature of football and the gifting element of Valentine’s Day. To kick off, the video protagonists proudly twitted and Facebooked their teams’ fan clubs to check them out, whilst Savage Garden (soundtrack) did the same with their group fans. The YouTube area became a virtual pub where fans discussed the campaign, merchandise and lyrics. Hardchorus karaoke booths at stadiums across Europe kept feeding YouTube with hundreds of re-energising amateur Hardchorus video clips. The Facebook Connect e-card mechanism multiplied organic football fan reach, whilst Facebook takeovers gave the campaign reach. The story was seeded with influential football blogs that took Twitter by storm and ended up on mainstream media.

Insights, Strategy & the Idea
Back in June 2009, whilst Adidas’ Kaka and Nike’s Ronaldo were signing €160 million worth of contracts, the PUMA team were developing the LOVE=FOOTBALL concept in an attempt to engage directly with every day fans, regardless of team or player preferences. Consumer research into aspects of love and football produced a unique, yet dual, insight: Fans’ love for the game tends to either fulfil the lack of personal relationships (50% of 15-34 year-old fans are single) or to create tensions in existing relationships. Upon realising that for the first time in 11 years the day of LOVE (Valentine’s Day) would clash with the day of FOOTBALL (Sunday), we knew that a 2010 Valentine’s campaign would be an unmissable opportunity to dramatise and amplify the LOVE=FOOTBALL concept. We needed a contagious creative idea to excite fans and start a movement.