In the summer of 2010, Adidas had the key objective to "win the World Cup" in core digital channels that were heavily consumed by the target audience, and to become the most talked about sports brand of the 2010 World Cup. They partnered with MetrixLab to measure the impact of their World Cup efforts in the U.K. They found that 85% of those exposed to the YouTube ads linked Adidas to the World Cup (vs. 79% of those unexposed). And when asked, "when you think of the World Cup which brands come to mind?", 52% said Adidas (spontaneous awareness) vs. 41% of those unexposed.