January 2018 – June 2018
Tango League is a worldwide street football tournament, organized by Adidas. Founded in 2016, expanded globally in 2017 and ready to take it to a new level in 2018. Adidas offers young football players, aka creators, a chance and a platform to be creative. Next to the tournament, there are booths to customize clothing, try on adidas boots, play fifa and in previous events there where a couple of other side-events as well.
As the expert on urban culture, Adidas arrived at Dr. WOOOW! to discover an innovative, unique activation that affords players globally to record content and share it with the world. It had to fit the current vision of Tango League and the philosophy of Adidas. Innovation, interactivity and creativity where the key ingredients for success.
Together with Adidas we developed an event activation called: “IMPRESS M12; Got what it takes?”. It is a totally unique experience in which the participants are able to record content, in an interactive way, with one of the biggest football stars on the planet. How? Augmented Reality (AR).
The participants gets 30 seconds to show his or her best football skills. The participants are recorded and broadcasted live on a big screen in front of them. Through AR, the one and only Marcelo, playing for Real Madrid, joins the participants and walks into the screen. The virtual twin brother of Marcelo is interactive and can react to the participants’ skills. If the skills are good enough, Marcelo shows it. But beware, if the skills are not good enough, Marcelo will surely let you know as well!
The participants are recorded from beginning to the end and their unique experience with Marcelo can be shared with them inmediately. The video gets sent to the participants’ smartphones in the proper format for all the popular social media channels, in order for the participants to share their experience with Marcelo with the world.
The tool was a success! Football players all over the world have shown their skills to Marcelo. The interactive Augmented Reality has been installed at:
- Los Angeles
The activation was also picked up by a couple of websites, among which the highly respected SportNext (Dutch Innovative Marketing Platform). This is where Tom got a chance to elaborate on the innovative nature of interactive augmented reality.
What makes us especially proud is the way that the community is using the tool in new, creative ways. Tango League has always been ahead of his time, showcasing the newest of the newest, this is where (street) players with a keen sense of culture gather. They embraced the tool completely and showed great enthusiasm when playing football with one of their heroes. Furthermore, the content that was captured was shared online for their friends, followers and the world to see. Among which Melody Donchet, who saw her video reach more than 880.000 – organic – views. You can watch the video here.