With FIFA World Cup 2010 due to kick off in a couple of days, Adidas has launched a new advertising campaign “The Quest” premiering with a television commercial with the likeness of a movie trailer. The interactive campaign is an extension of the 2009 Adidas campaign “Spark” that featured superstar footballers Lionel Messi and Zinedine Zidane.

The Quest, created by 180 Amsterdam and the digital firm RIOT, uses social networking giant Facebook to host the Adidas Football page. The innovative and entertaining page is highly interactive allowing users to participate against 32 players, including Lionel Messi, David Villa, Steven Gerrard, Daniele De Rossi, Kaká and many more, from the 32 countries participating in the 2010 FIFA World Cup. The action continues to unfold as the action in South Africa happens. Users can also make their predictions on teams and players and much more.

The Live Graphic Novel on the Facebook page also allows fans to socially interact with each other around the world. Viewers will also have the opportunity to earn reward points and win awards and prizes from Adidas equipment autographed by their favorite player to Official FIFA World Cup™ Jabulani match balls.

“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,” stated Levin Reyner, director of Adidas global football. “Our previous campaigns only highlighted certain players and teams, ‘The Quest’ incorporates players from every team – something never done before!”

As the FIFA World Cup 2010 unfolds, a group of artists from Africa conceive paintings capturing daily action as it happens. These paintings will form the artistic story the “Live Quest” and will be auctioned off on eBay with all the proceeds benefitting the Nelson Mandela 46664 Foundation.