Last month (July 2012), Adidas came up with a 'cheeky' idea to promote sales of the new-season Ajax kit.
Fake fitting rooms were installed in the Ajax Experience club shop in Amsterdam. A two-way mirror was present in each fitting room. On the other side of the mirror, Ajax players were watching the fans trying the new merchandise on. As soon as the fans wore the brand new Ajax t-shirt, the mirror opened and revealed the crowd behind it.
What do you think?
I think this is a creative stunt and it is pretty funny to watch, too. It is mildly newsworthy and certainly gained visibility on the PR and marketing scene. What is really good about it is the experience offered to the fans - meeting their champions was certainly a great experience for them. This stunt has probably generated positive word-of-mouth.
