Adizero Crazy Light Projections
To engage fans, we developed a Facebook app called “Light You Up,” where fans told us what the super-lightness of adizero helped them achieve. We then created a larger-than-life light projection and displayed the best statements alongside giant animations created not from pixels, but from fan names. The culmination of this social effort occurred in NYC the evening before the Argentina vs. Brazil game. In NYC, we served up music to accompany the show and ran a geo-fenced mobile ad campaign within 1.5 miles of the projection, directing people to the event.
How do you announce not one, but two new shoes at the same time? adidas and Mullen partnered up to launch the adizero Crazy Light 2, F50, and the 5-Star Mid. To engage fans, we developed a Facebook app called “Light You Up,” where fans told us what the super-lightness of adizero helped them achieve.
We asked the Notre Dame faithful to "Play Like A Champion Today." We created a digital plaque that carries that famous message. We spread it via facebook. People expressed their support of Notre Dame by putting their cursor on that plaque and bring the game-day tradition of the Irish to all of their loyal fans.