Adidas Originals is the line of cool, urban, street wear from the sports giant. The buyers are incredibly discerning and crave originality and authenticity. Q. How do you reach an audience who consumes very little traditional media?
A. You get them seek you out. We created a campaign site that encouraged visitors to express their individuality by uploading movies and artwork of their original creations in the categories of art, music, film, skills, humour etc. The winners would be those with the best contributions.
The competition ran for 6 weeks with over 300 submissions (60% over target), 9,000 unique visitors and 73,000 page impressions. The average visitor spent 7 minutes and 34 seconds on the site.