Back of the net / As we have seen from various sports brands in the past, the gamification of brand interaction is a winning combination: not only for data-gathering but also in the sense that it builds loyalty by keeping the brand top of mind for consumers. In this instance, weekly challenges remind consumers of Adidas’ existence. ‘Consistency is activated by looking for, and asking for, small initial commitments that can be made’ reads Influence at Work’s sixth principle of persuasion. GMR does just that, with the added benefit of creating a sense of community thanks to the competitive nature of football.
This is good news for the brand because, according to Capgemini customer loyalty research, customers who are strongly engaged with their favourite brands will spend up to twice as much as those who aren’t, and communities are said to help brands reach a 5% increase in annual revenue.
Nerd is the word / As the name suggests, GMR is an attempt by Adidas to connect with gamers. This may seem a surprising move for a sports brand, yet we have seen plenty of other do the same. As we reported at the beginning of the year, Swedish pharmaceutical brand Apotek Hjärtat invited gamers to trade in-game skins (which allow them to change the appearance of their in-game character) for actual skincare products. An estimation published by Statista suggests that, by 2021, the gaming market is predicted to surpass $138bn in value. With this in mind, it makes sense that brands – from sports to pharmaceuticals – are trying to get a piece of the pie.
Healthy goes wealthy / According to GlobalData forecasts, ‘The wearable tech industry was worth nearly $23bn in 2018 and will grow at a compound annual growth rate (CAGR) of 19% to reach $54bn by 2023.’ This growth, the report states, will be carried by smartwatches, as fitness trackers diminish in popularity. That said, the depreciation in cost and increasing efficiency of wearables, alongside increasing consumer concerns about keeping healthy, are in GMR’s favour. A 2018 study by research insights firm Alter Agents found that 60% of respondents based their purchases on whether they fit with their personality and made them feel good. For football fans, exercise does just that.
Google search history / This is by no means the first time we have seen this technology. The company PlayerMaker, for example, produces insole trackers used by professional footballers. Nor is it even the first instance of this technology being used by Google in partnership with another brand; the company released the Levi’s Trucker Jacket, which housed the same Jacquard tech, in 2019.
