2011/12 - Seasonal activation
Role: Project lead
Title: Sr. Account Manager
Agency: Sid Lee Amsterdam
THE BRIEF
Create a fun tool that allows the adidas NEO consumer to explore the latest NEO collection. Inspire them to share their favorite looks with their peers and drive traffic to adidas.com.
THE SOLUTION
We invented the NEO Kid. An interactive paper-toy that allowed you to personalize its outfit by mixing and matching the new NEO collection. The final look could be shared on social media or brought to life by simply hitting the print button. Then, by cutting and folding, the consumer could create a tangible paper kid to collect and share with friends.
The NEO Kid mix and match tool was build to live on Facebook, adidas.com and blogs. By sharing their own NEO Kid, consumers allowed their friends to see their favorite looks and to create their own directly on their wall.
The NEO Kid also lived on Instagram and it got its own blog showcasing all the NEO Kids created around the world, with small competitions along the way.
