Soccer fans can go on a 'Quest' with adidas new world cup campaign

MUMBAI: Football icon and two times FIFA World Cup champion Franz Beckenbauer proudly launched The Quest; adidas‘ new interactive FIFA World Cup football campaign in Johannesburg.

Beckenbauer unveiled an exclusive painting by the adidas African artist team which features 32 players from the 32 federations playing at the FIFA World Cup and signals the start of adidas‘ activities in South Africa.
The Quest is the culmination of a long term campaign positioning the world‘s best players and their skills as what ‘Every Team Needs‘. The campaign sets up the question on everyone‘s lips - "Who Will Lead Their Team To Victory?" and puts football fans firmly in the driving seat by inviting them to engage, interact and converse with other fans from all over the world and the world‘s biggest football brand during the world‘s biggest sporting event.

Kicking off with a star-studded film, created in the style of a movie trailer, The Quest challenges fans from all over the world to sign up to a multi-platform digital innovation. Highlights include a Live Graphic Novel that combines live action and animation in an interactive experience that reacts as the tournament unfolds. And the adidas FIFA World Cup Match-Ups in which fans are encouraged to participate and set up head to head with 32 players from 32 countries and make their predictions on which player or team will win. Accurate predictions and social interactions with other fans on can earn participants valuable reward points with the opportunity to win unique awards and prizes such as adidas gear signed by their favourite player or Official FIFA World Cup Jabulani match balls.
Director of adidas Global Football Communications Levin Reyner comments, "The 2010 FIFA World Cup is the greatest football event on the planet and the perfect platform for us to launch our new campaign which enables consumers worldwide to interact with each other and engage in the tournament like never before. Our previous campaigns only highlighted certain players and teams, ‘The Quest‘ incorporates players from every team - something never done before!"

The group of African artists will capture those moments on the pitch that make history - a wonder goal, a penalty shoot out, pure elation, the pain of defeat, individual brilliance or team effort - these incredible moments will be interpreted into daily paintings and form the Live Quest. The paintings will then be auctioned via e-bay throughout the tournament with proceeds going to the Nelson Mandela 46664 Foundation.
The Quest, created by adidas and 180 Amsterdam/RIOT, launches worldwide on 8 June and features 32 players from all 32 federations playing at the 2010 FIFA World Cup. They include FIFA World Player of the Year Lionel Messi (Argentina), Steven Pienaar (South Africa), Jozy Altidore (U.S.A), Shunsake Nakamura (Japan), Salomon Kalou (Côte d‘Ivoire), Eljero Elia (The Netherlands), Bastian Schweinsteiger (Germany), David Villa (Spain), Yoann Gourcuff (France) and Steven Gerrard (England).

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