To deliver on the key objectives, adidas crafted a contest titled ‘city of originals’ to enhance the brand connection and cement it as a relevant lifestyle product at SC. It was designed and developed to be a mobile led digital contest that allowed users to create a custom sharable images (the ‘og image’) by combining two photos to create a unique mashup via Instagram.

Users were driven to the contest landing page where they were introduced to the contest itself and prompted to create their own adidas originals mash up. Users were asked to sign in using Instagram, so their photos could be populated into the contest to be used as one half of the mash up. We leveraged the Instagram API, as our millennial target market was heavily active on the platform. First, users were asked to choose one of their Instagram photos to populate either the background or foreground of their mash up. With one half of the mash up complete, to collaborate with other adidas originals fans, users were presented with a gallery of other participant’s photos to populate the second half of the mash up. Upon completion, users were encouraged to submit their entry for a chance to win, and share with their social networks.

In the two week time period that the site was live, there were over 12,000 visits 300 unique submissions and social engagement well above the target of 2%. In addition to that, what mattered most is that sales doubled* for Sport Chek during the contest period proving that reaching the target where they play was an effective sales driving exercise.

*Sourced from Sport Chek