Token Into Culture
Disclaimer: No direct affiliation to Adidas
Brief
Create a window activation highlighting the lifestyle around two iconic products with basketball DNA – The Forum and The Superstar.
OUR CAMPAIGN IS A BRIDGE, AN INVITATION.
USING THE SUPERSTAR AND FORUM AS A LITERAL
AND METAPHORICAL TOKEN INTO CULTURE
WE WANTED TO HIGHLIGHT THE CONCEPT OF CLOTHING AS A PIECE OF IDENTITY. THAT BUYING POWER EXTENDS PAST THE PHYSICAL GARMENT OR SHOE… THE ACCESS FACTOR - BEING PART OF A CULTURE + COMMUNITY
The largest target market for Adidas demographics is aged between 20 and 29, during the stage of life when fitness and sports are typically a high priority.
The Adidas strategy has recently become focused on the new generation of up-and-coming sports enthusiasts, strengthening its targeting of the 14 to 19 year-old segment. However, 46% of AVID NBA fans are ages 35-65+
Window Installations
THERE WOULD BE AN INNOVATIVE VERSION OF A PREMIUM EMAIL INVITE, TAPPING INTO ADIDAS’ EXISTING CALENDAR SERVING AS A PREMIUM MAILING LIST, GIVING USERS ACCESS TO THIS CAMPAIGN AND ALLOWING THEM THE OPPORTUNITY TO ENJOY THESE INTERACTIONS.
In-Store Interactions
HERE WE HAVE THE SHOEBOX TIME MACHINE INTERACTION, WITH THIS IDEA USERS WOULD HAVE A OPPORTUNITY WITH THIS JUXTAPOSED VERSION OF THE BOX TO TAKE PICTURES AND PROMOTE THE CAMPAIGN ONLINE. ENGAGE WITH THIS ASPECT OF TRAVELLING THROUGH TIME
TO SCALE THAT UP, THE SET UP COULD HAVE AN IMMERSIVE SCREEN INTERACTION SHOWCASING THE HIGHLIGHTED BASKETBALL MOMENTS OR A VR INTERACTION
VIP & PR Package
THE EXPERIENCE BEHIND THE PACKAGING WOULD CENTRE THE COIN AND SHOE BOX. THE PACKAGE WOULD BE APPROACHED BY INSERTING A COIN INTO THE SLOT, UNLOCKING A TRIGGER MECHANISM AND REVEALING THE SHOES INSIDE.
THIS VIP PR PACKAGE AND COIN WOULD DOUBLE AS AN INVITATION FOR SELECT HIGH PROFILE CLIENTS AND INFLUENCERS - IT WOULD GRANT EXCLUSIVE ACCESS TO EVENTS WHILE ALSO PROMOTING THE CAMPAIGN AND BRAND
NFT SHOE COLLECTION
WITH THE COIN BEING OUR AUDIENCES TOKEN TO ADIDAS CULTURE AS A WHOLE, ALONG WITH THE PURCHASE OF THE FORUM OR SUPERSTAR, YOU GET THIS DIGITAL NFT PROVIDING EXCLUSIVE ENTRY INTO BASKETBALL EVENTS BY ADIDAS AROUND CANADA, AS WELL AS RANDOMIZED FACTS SITUATED AROUND BOTH SHOE DESIGNS CODED INTO THE SHARED COINS.
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