Responsive Marketing Not Always Responsive.
Too many people are getting over-excited about responsive content. Oreo did it very well during the Superbowl though, as I've asserted before, they got lucky with the power outtage, but now every time a topical ad appears, people start claiming that it's all down to social media.
No it's not. This sort of thing has always happened. Social media just allows it to be published quicker. It's not really responsive, it's anticipated. Nothing wrong with that, but if you think Adidas's work above was not pre-prepared, I'd suggest you take a look at the aftermath of his victory and note when he was wearing a cap, when he threw away the racquet and then the sweatbands.