Adidas has launched an online gaming platform starring footballer Lionel Messi in connection with the upcoming World Cup in Brazil. The new “Fast or Fail” game, which also offers players a chance to win a trip to Brazil, can be accessed on mobiles or  desktops at www.adidas.com/fastorfail and is further powered by social media. When playing the game on a mobile, for instance, the higher the online buzz around Messi becomes and the faster the game gets. Players will be able to monitor the social buzz via an in-game social crowd buzz-meter, which will let them know in real time how much Messi is being talked about online. The #fastorfail initiative is strongly tied to the launch of Messi's new adizero f50 football boots, which he debuted during his goal-scoring appearance at the UEFA Champions League in February.

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