im2.0互动营销上海: 阿迪达斯 二度轻袭
2012/9/26 0:00:005541

HIGH LIGHTS
从线下活动到线上游戏,再结合MOBILE回到线下的整合互动。
Integration of OTO activity and mobile interaction

充分应用地图引擎展现LBS的真实体验,提高用户粘性。
We take full advantage of Map tool to show the real experience of LBS, which can enhance user engagement.

互动设计最后一步现场签到,引导更多用户前往线下零售门店。
The last step of the interaction design is signing in with location based device, in order to guide consumers to retails.

MISSION
阿迪达斯2012年全新推出史上最轻269克adizero Crazylight2篮球鞋,如何让这不可思议的“轻”吸引更多消费者关注?
In 2012 adidas introduces the new generation adiZero Crazylight2,at 269gram still the king of the lightest basketball shoe. How to draw the attention from consumers on this incredible “light”?

IDEA
我们发动一场“全城轻袭”!在全国范围以地图即时定位Crazylight2的精准平台上,吸引网友选择离自己最近的Crazylight2,在线追踪,守候降落,分享好友。玩转简单有趣的三个互动环节,即有机会在降落时,飞奔至现场用手机签到赢得一双Crazylight2,亲身体验269克不可思议的“轻”。
We launch a “Light attack”! On a digital platform, integrated with real-time positioning function, users can choose the nearest crazylight2 to track, waiting for landing and share with friends. After completing these three simple and interesting steps, you can sign in at scene and win an opportunity to get Crazylight2 after its landing. Finally, you can enjoy your 269g incredible “light” experience.

RESULT
活动上线一个月,吸引了超过30万用户访问网站,超过10万次气球追踪,超过4万次微博分享,超过55万次viral video点击播放,成功吸引全国各地用户现场签到。

After one month, 300,000 visitors have participated in the campaign, over 100,000 balloons are tracked.  More than 40,000 sharing on weibo and its viral video has been played over 550,000 times. This campaign has successfully attracted consumers to sign in the retails through the nation.

评论
Credits

Creative
Executive Creative Director
Allen Lee
Associate Creative Director
Kevin Huang
Senior Copy
Orange Wang
Art Director
Leo Jia
Seed Chen

Account
Group Account Director
Tony Yeung
Senior Account Manager
Lobo Lee
Senior Account Executive
Vicky Feng

Production 
Production Director
Itsuki Wang

Video Editor
Bright Yu
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