Whose backyard is it anyway? We tracked Adidas' Backyard Legends
The Challenge
To track the full cross-media footprint and viral reach of Adidas' Backyard Legends campaign across TV and digital platforms in the UK, France, Argentina, and Spain.
The Outcome
The digital-first campaign achieved efficient reach with near-zero audience duplication, driven by young audiences and using earned TV exposure to boost social virality without ad buys.
When Adidas dropped Backyard Legends ahead of the World Cup, it wasn't just another commercial. Half short film, half ad, fully viral, the campaign was built to explode on social and then spill into culture: TV mentions, clips, conversation on shows. Exactly the kind of phenomenon we like to measure at FLUZO.
So we tracked its full footprint across the home markets of its four stars, Argentina, the UK, France and Spain, following the campaign wherever it showed up. Same data for every market, one comparable metric, digital and TV measured as one. The result is a clean read on how a single campaign behaves very differently from one country to the next.
What's inside:
- Total reach across all four markets, and where the campaign traveled furthest.
- How it resonated by age and gender, with the surprises hiding in the detail.
- The cross-media picture: what TV did in a digital-first campaign.
- The superfans, and what the data says about who they really are.