Experience It.
ADIDAS moves EXPERIENCE CASE STUDY:
FRESH DESIGN PUTS ADIDAS MOVES FRAGRANCE INTO THE HANDS OF OZZFEST & THE HORDE TOUR FESTIVAL FANS
Mission
- Design sampling event running parallel to national print and broadcast campaigns promoting extension of existing brand to specific consumer demographics
- Get the fragrance into the hands of the target audience to create an experience to remember, empowering pre- and post-event sales
Results
- The concert experience and product sampling event built a new awareness for the adidas MOVES brand and drove new sales in target markets
- Sampling kit tents were positioned outside the gates of Ozzfest and the HORDE tour concert venues decorated with ad campaign graphics
- Kits also included a scratch-off instant win postcard featuring concert swag, merchandise, and a chance to win a backstage pass to party with the bands
- Brand ambassadors and a video crew roamed the crowds handing out kits and conducting live on-the-spot interviews
- Video clips ran daily on MTV concert news updates sponsored by adidas with details on how to get free samples, merch, and concert tickets
“IMPOSSIBLE IS NOTHING.”
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