P MR Final Report

A critical analysis on
Adidas «All in or Nothing » campaign at the 2014 FIFA World Cup Brazil
Maierhaba Aimaiti, Adelia Askarova and Nicole Wee
The course of “Publicity and media relations”
Taylor’s University lakeside campus, Malaysia

Executive Summary
This critical analysis based on the research of the biggest sport campaign during FIFA World Cup 2014 – Adidas «All in or Nothing ». The goal is to identify campagin objectives, and to critically evaluate them from the public relation practitioners ' point of view. Secondly, to identify the target audience of the campaign, and the ways how the company approached them in the world of social media. Thirdly, to get to know their tactics,how the company strategicly used the tactics and whether they were suitable or not; the evaluation plan which to conclude the campaign 's successfullness. It is really important to work on such examples, where we can observe their work from the beginning till the end, and analyze whether they did some mistakes and find out the reasons of how actually this campaign was able to achieve all the objectives. From our side, we will also think how it can be improved, and what kind of tactics may help them to meet more objectives.

Table of content
Content:
Page:
Executive summary
1
Background
3
Analysis:

1.0 Campaign objective
4
2.0 Evaluate if the campaign has strategically addressed the campaign’s objectives

5
3.0 Identify the campaign’s audience(s)

6
4.0 Role of media relations

7
5.0 Analyze the tactics used and its suitability

10
6.0 Analyze its evaluation plans

16
7.0 Provide recommendations on how the campaign could have been improved.

17
References
18

Background
Adidas became as a corporate sponsor of the FIFA in 1970. Since that time, every single ball which is used in the World cup was created by them. In the year of the 2010, when another World Cup was in the South Africa , Adidas sold more that 13 billion balls. During the World Cup 2014, Adidas has launched the

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