adidas: The Tango Squad
adidas football want to create an army of football obsessed advocates to help communicate their new Stadium to Street position. Taking football from on-pitch action into the lives of the kids who will one day be the next Leo Messi or F2 Freestylers. 18-24 year old, inner city kids who captain their football teams and lead their peer groups in knowing what’s hot and what’s not.
A group of specially selected football obsessed teens that get the hottest news, best experiences and exclusive content from adidas Football. All delivered direct to their phones through dark social messenger apps.
These groups are treated to world class experiences and given content to make their social channels sing. From meeting Leo Messi to launching new boots before the PR team, Tango Squad know what's going on before their friends and get to have the best experiences a football fan could ever want.
Welcome to the Tango Squad.
In order to generate real advocacy, we needed to own conversations with the kids on a platform that they already use. We chose to use Facebook Messenger to build exclusive groups of football captains.