Get a behind-the-scenes look at how adidas set up their own digital stage at the 2014 World Cup in a mission to win the chatter game.

Own the conversation. That’s the #1 goal of adidas and Nike at any international tournament. Last year adidas set up camp in Nike’s own back yard - Rio de Janeiro - ready to launch their breakthrough content strategy that would make them the most talked about brand of the summer. Now, in a new behind-the-scenes video, we can witness their real-life learnings as they planned, produced and launched content for YouTube - including ‘The Dugout’, a multi-episode live series that allowed adidas fans to connect with footballers in real time.

Relive our own SoccerBible 2014 World Cup experience right here.