adidas launches 'The Cautionary Tale of Ebenezer Snoop' film and Facebook app with Snoop Lion and David Beckham part of Christmas campaign

adidas Holiday Campaign 1.jpgadidas has launched its pioneering Holiday Campaign for 2012, enlisting the help of some of the world's finest sporting and cultural icons, to turn social media content into a potentially timeline-changing classic Holiday Tale. At the heart of the campaign is 'The Cautionary Tale of Ebenezer Snoop' online film, offering people the opportunity to follow a digital journey to find and share their own Christmas spirit. As the film closes, viewers are invited to find out if they're an Ebenezer, and if so, the chance to redeem themselves via an innovative Facebook app.


The film features global music heavyweight Snoop Lion alongside David Beckham and skateboard OG Mark Gonzales escorting viewers into the illustrated world of legendary Beavis & Butthead artist JJ Sedelmaier. 'The Cautionary Tale of Ebenezer Snoop' follows the path of the classic Holiday story, seeing Ebenezer Snoop confronted by the Ghosts of Holiday Past (Stan Smith), Present (David Beckham) and Future (Derrick Rose & Rita Ora), as well as a host of other Global adidas stars that keeps viewers going back to find more. As viewers continue on their journey through the tale, they return to Facebook to create their own story.

The adidas Holiday Facebook application produces for the user, a personalised journey that mirrors the structure of the Ebenezer Snoop film content. Snoop might not be the only Ebenezer! By aggregating a viewers user data around certain Facebook activities such as comments, birthday well-wishes, & event responses, adidas creates for the viewer, their own uniquely tailored Ebenezer film. The app pulls in these features from the users Facebook timeline, proposing what their digital life could look like if they don't mend their ways. The level of the users online interaction determines the film which their journey takes - the storyline and content directed by their digital life.

At the end of the users personal journey adidas offers them the opportunity to redeem themselves by sending a Facebook greeting card featuring JJ Sedelmaier's campaign illustrations to friends. The gift which accompanies the card is dependent on their Ebenezer levels - one possibility is a 15% e-commerce discount. A truly interactive online campaign working across social media, adidas recognises the importance of the digital world to its consumers and presents a complete Holiday gift-giving solution to its fans.

Says Gabriel Jaffe, senior digital communications manager, AG: "The Ebenezer Snoop Holiday Campaign is the most user-specific app adidas has ever created, examining consumer behaviour to produce a truly personalised online experience. There is so much noise during the holidays, we've created a simple yet effective app to cut straight through. The Ebenezer Snoop Facebook app aggregates your personal Facebook information to produce a film entirely for you. Using the Timeline we are suggesting how your timeline could look if you don't mend your ways."

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