adidas Originals elevates customer retail experience with Ghost Drop!

For the first time ever, adidas Originals will be introducing a new concept in drop marketing to offer an exciting brand experience called ‘Ghost Drop’. The ‘Ghost Drop’ activity intends to create hype around ‘mystery items’ that consumers can win from adidas Originals by competing in an exciting raffle contest. These mystery prizes will be completely unknown to participants until the winner is revealed!

The brand will be organizing the very first edition of the ‘Ghost Drop’  on 3rd March’19 in Mumbai. Multiple stores across the city will be activated on the same day as consumers and the sneaker head community hop from one location to another for a chance to win the coveted ‘GHOST’ or ‘Mystery Items’. These items are essentially  unique collectibles, or limited edition pieces by adidas Originals that consumers stand a chance to win for free by participating in a raffle that will be organized at 3 different stores – adidas Originals- Linking Rd, VegNonVeg and Superkicks. Consumers can also participate in the online raffle on Myntra by following a series of steps defined on Myntra’s social handles to be eligible to win the Ghost Drop on Myntra Sneaker Club

There will be a hop-on hop-off bus to take participants sneaker hopping from one Ghost drop location to the other! The bus will be equipped with music and food & beverages to keep the sneakerheads engaged and ensure that the entire event is fun and engaging.

Sneaker heads and street wear aficionados Allen Claudius and Shivani Boruah will be the hosts for the evening as they will conduct  the raffle and announce the  rules, the gameplay etc.

Previously executed creative, interactive & innovative brand engagement activities:

Creators Collective:

Scaling creativity to newer heights and marking the launch of the Falcon (an edgy women focused sneaker, inspired from the 90s pop-culture) in 2018, adidas Originals announced the concept of ‘Creators Collective’ in India. Creators Collective is an India focused platform by adidas Originals that aims to bring together a unique pool of creative spirits from different genres and engages their collective ingenuity to turn the Originals Fashion Destination Doors into a cultural melting pot. The first edition kick-started with the launch of the ‘Falcon’ that engaged over 10 creative minds from fashion, style, art and lifestyle, to assemble at the ‘makers-lab’ and co-create and re-imagine the Falcon by customizing a 3D version of shoe. Key personalities included Erika Packard, Aastha Sharma, Sherry Shroff, Paloma Monapa and Archana Walavalkar. With the launch in August 2018, Creators Collective is a monthly consumer-led activation anchored by a Creator to invite and engage with consumers through workshops pertaining to beat boxing, photography, street art etc.

‘Falcon’ Taxi: Collaboration with Canadian artist Maria Qamar and Taxi Fabric:  

Preluding to the launch of the Creators Collective, adidas Originals collaborated with Canadian artist Maria Qamar and Taxi Fabric  to turn taxi seat covers into canvases for Maria to recreate her vision of the 90s and pay a tribute to an era gone by. The adidas Originals ‘Falcon’ taxi drove around the streets of Mumbai, to personally deliver the sneaker to key brand evangelists, including Sonam Kapoor. To enhance consumer engagement, adidas Originals offered special rides in the Falcon taxi across the streets of Mumbai. Popular youth influencers and bold, creative millennial women from diverse walks of life enjoyed a fun-filled ride down memory lane in the special ‘Falcon’ Taxi that reached their doorstep to personally invite them to the big launch event.

Experiential Pop-Ups:

Creators Collective follows a sustained effort by the brand to creatively and meaningfully engage sneakerhounds and elevate sneaker culture in India. adidas Originals kickstarted 2018 by hosting an experiential pop-up of the EQT B’Ball Mid sneaker in Delhi, pulling in over 150 individuals by partnering with 3 key sneaker communities. Providing the founders with exclusive access points and a strategic communication plan, they were engaged to guestlist the pop-up. This was followed by the House of Deflection experiential pop-up in Mumbai in August 2018 to mark a key shoe launch –the P.O.D. that came in with the point of technology inbuilt in the sneaker. Here, influencers, media and consumers entered a mirror maze set-up, body projection zone, laser light maze zone, archive zone and lastly holobox led engagement to customize projections for the consumers.

Curated Gifting Outreach:

Proudly strutting the brand’s legacy in sportswear and street style, each sneaker tells a unique story of its inspiration and journey to its modern iteration. adidas Originals attempts to make this story as accessible to its brand friends and consumers through carefully curated and creatively put together gifting outreach.

Raffle for SOLE DXB: Empowering Loyal Brand Friends

In its endeavor to balance influencer led outreach with empowering its loyal brand friends, adidas Originals for the first time handpicked two ultra-loyal consumers through a raffle, for an all-expense paid trip to Dubai for one of the most coveted sneaker global festivals – SOLE DXB in December 2018. The consumers had access to the adidas arena, music artists and creators club, global team and received a personal walk-through of the adidas Middle-East office. The consumers shared their experience and LIVE updates on the prominent sneaker channels in India.


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