Highlight the silver shoes and apparel via the liquid silver concept: liquid silver droplets morph into David Beckham taking his famous free kick. Online pre-launch via banners and email.

Offer: win a signed Beckham shirt. Download a Beckham screensaver with countdown clock (to be ready for B-day) and pop-up message on 'B-day': get your limited edition liquid silver postcard with 3D lenticular effect in your FootLocker store. Viral effect of microsite with Beckham free kick game. Store traffic via liquid silver billboards with special 3D lenticular effect. Instore animation via direct response TV spot, posters and display. http://adidas.hypervision.be/

Response to email campaign: open rate 48%, click-through 2.10%. Versus Carat benchmarks of similar campaigns: open rate 15-35%, click-through 0.7-1.2%. Microsite: 49,179 unique visitors, 1,166,300 hits, 299,609 page views, average session duration: 03min53sec; 4,982 entries to the contest; 8,953 downloads of screensavers. 300% sales increase compared to average rotation of previous Adidas exclusive editions at FootLocker.