106 THE POWER OF VISUAL STORYTELLING BBC America’s Tumblr feed for its show Doctor Who (http://doctorwho .tumblr.com) won the “Best Overall Brand on Tumblr” award at the industry’s Shorty awards in 2012. The blog “drives tune-in for Doctor Who, BBC America’s highest rated show ever, and it keeps fans active and engaged throughout the year.” The blog gained 82,000 followers in just 10 months. The show’s Tumblr uses with great success a mix of user-gener- ated content, behind-the-scenes shots, program screen shots, GIFs, and images from real-world fan meet-ups in order to re-create the whole world around the show. It is a simple premise, but it gives richness to the fantasy universe the BBC has made, while taking it further. With an average of over 1,300 notes per entry, the Tumblr feed has captured what the plat- 127 form is all about, and it is hugely popular with fans. Adidas has proved that Tumblr can fit into wider marketing campaigns with its successful Tumblr campaign in 2012. When Adidas bought its month-long campaign, it was one of the first brands to purchase adver- tising when Tumblr announced it would sell paid promotions on the site. The retailer created its soccer blog for the 2012 UEFA European Championship (http://adidasfootball.tumblr.com), being played across Poland and the Ukraine, and it planned to promote the site with paid placements in the Tumblr Radar slot on the user dashboard. The Adidas Tumblr features a YouTube video of football stars saying “Tumblr” in their native languages, as well as photos and animated GIFs. The site was a part of the wider marketing campaign around the tournament, and it aimed to build a large community of football fans. Adidas’s global brand marketing director, football, Tom Ramsden, described his vision for the Adidas football blog: “We will use Tumblr to share unique content with fans; combining material from our vast footballing archive with fresh, new content produced in real time by a lineup of exciting, up-and-coming 128 producers.” The brand has continued to use Tumblr to support wider market- ing and brand initiatives, such as the #mygirls campaign being aired in Russia, China, and Korea, which looks to explore the strong bonds between women in sport and to promote a healthy lifestyle for girls.