Adidas Throws Twitter Bomb for 'RG3'

When you’re spending millions on a new spokesperson, what’s an extra $120,000 to nudge the buzz along? That’s likely how Adidas views its Promoted Trend purchase on Twitter today, announcing the signing of 2011 Heisman Trophy winner Robert Griffith III on the micro-blogging site.

Employing the copy “#RG3”, the ad points people to a landing page with this tweet:

Welcome to #teamadidas Robert Griffin III. #RG3 youtu.be/IyGU-ddIPiM

— adidas America (@adidasUS) February 21, 2012

The ad includes an embedded video, a feature that’s been available to Twitter marketers for months but often ignored by them. The 51-second video can be seen by tapping the “View video” button on the Twitter page or by clicking a YouTube link. It shows the athlete – who is nicknamed RG3 and expected to be among the NFL’s first draft picks in April – working out with weights and running speed drills.

The Twitter ad appears to be generating much more positive sentiment than negative for Adidas. On YouTube the video has been “liked” 55 times with nary a “dislike.”

The emerging sports star had, at press time, 619 Twitter followers, adding about 10 people between Noon and 1 p.m. San Francisco-based Twitter asks $120,000 per day for the Promoted Trend, which is a national ad placement.

Interestingly, the brand’s Facebook page, which has 5.5 million likes/fans, has yet to mention the fresh endorsement. At the same time, the Adidas.com homepage is dedicated to welcoming the quarterback into the brand’s fold of spokespeople such as NBA star Derrick Rose and NFL player Von Miller.

Terms of the Adidas-RG3 deal were not disclosed.