adidas originals case study

AdidasThe Facebook Campaign

andThe AR Shoe

A Digital Community = “This is a page for you to come and join the conversation, connect with other people, and most of all share your thoughts and ideas.” -http://www.facebook.com/adidasoriginals/info

The Product- Adidas Originals AR Game Pack Line:

A collection of five iconic Adidas Originals sneakers (the Superstar, Stan Smith, Forum, Nizza and Samba) with a unique AR (Augmented Reality) code on the tongue.

Scanning the AR code with a webcam gives the owner access to the Adidas Originals neighborhood, and the shoe controls angle and depth of the virtual world.

3 games were released, each representing a reference to a cultural or product element that is important to the brand’s Spring/Summer 2010 campaign, such as Adidas Originals Star Wars™ collection.

After completing each game, participants will be able to download AR-generated “trophies” and become eligible to win larger prizes.

The Digital Community: Along side the shoe and the virtual neighborhood, the Adidas Originals line has developed an online community utilizing Facebook (with 15 million ‘likes’), Twitter, and Youtube.

Facebook Video

At 15 Million ‘Likes’, Adidas compiled an image from all of their followers, and daily they highlight one fan and feature their picture on the main page banner.

TARGETING APPROPRIATE AUDIENCES: Adidas sponsors a concert series featuring artists that appeal to Adidas fans, broadening their image from merchandise to media.

PROMOTION + PERSONALIZATIONDesign your own banner: Choosing from a range of text, photos, and symbols, you can create a custom Adidas banner that is published on your personal page.

PLUS: Store LocatorEvents CalendarInstagram AggregatorLiveStream Chat