2011 - Facebook Activation
Role: Project Lead
Title: Senior Account Manager
Agency: SID LEE Amsterdam
THE BRIEF
We were tasked to celebrate and reward the growing adidas Originals Facebook fan base during the holiday season. We also had to reach those who had been supporting the brand throughout the year with a gift that they could only get from adidas Originals.
THE RESULT
What started with a small brief, became an ambitious large scale digital experience including personalized video messages from brand ambassadors Snoop Dogg and Jeremy Scott, as well as a unique game featuring brand illustrations from Brazilian's illustrator duo Diplomatas.
Holiday Hookup
Ditch the old fashioned exchange of holiday greeting cards and rethink a way to celebrate the season with our modern day youth in mind. Using the adidas’ celebrity assets as the messengers, we let fans write short messages to their Facebook friends for the chance to have them recorded by Snoop Dogg or Jeremy Scott in person and posted on the day & time of their choice directly to their wall.
Within two days we recorded, edited and sent out 311 personal video messages from our brand ambassadors to our fans.
To manage and administrate all this moving content, a CMS was created, which collected the messages sent by the fans as well as their profile details, allowed us to rate these and export a final list for the video production. The system associate each recorded video hosted on Youtube to its sender and posted it automatically to the recipient’s Facebook wall on the selected date & time.
Hide and Seek
In addition to the Holiday Hookup, fans could explore the Hide n Seek challenge, where we hid 40 adidas Originals icons, products and people into unique interactive illustrations offering daily prizes to the fastest finders.
For each of the 40 metaphors that were included in the illustrations, users had access to a hint.
They could also ask for help to their Facebook friends directly within the app.
The management of the winners and prizes was also done via our custom CMS.