Cannes Lions

FOOT LOCKER

SAPIENTNITRO, London / FOOT LOCKER / 2011

Awards:

1 Gold Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Sneakerpedia is the world’s largest sneaker archiving project and the first ever visual-wiki, designed to connect sneaker fans with Foot Locker's 'enthusiasm beyond reason' for sneakers.

It is a community space, not a market place - to allow fans to connect, share, discuss, follow and help shape future sneaker trends. Sneakerpedia's unique content format provides for an unrivalled user experience amongst the world of user-generated content.

Execution

Sneakerpedia is the world’s largest sneaker archiving project and the first ever visual-wiki. Our strategy was to “gift” this to the community, and this required careful execution to ensure they engaged on their terms.

We created the idea of the Beta Club, an exclusive club for only 350 of Europe’s most passionate sneakerheads.

We then released an explanatory, direct response Sneakerpedia ‘trailer’ video that invited sneakerheads to join the Beta Club.We managed responses for access codes/invitations via free Twitter service before launching the Beta Club with an exclusive party featuring; legendary sneaker collectors DJ Kool Bob Love and DJ Clark Kent, ‘Sneakerpedians’ snapping/uploading all sneakers worn that night,‘Go live’ of Sneakerpedia Beta featuring all 350 attendees’ sneakers.And in Summer 2011, we release the site to the public at a launch event in New York City.

Outcome

Vimeo 'trailer' generated 4.7m Twitter responses, 6.3m online impressions and more than $1m in unpaid media exposure. The Beta Club was over subscribed within 9 hours. Although 350 were granted access codes, through Twitter we have kept others interested, engaging them in sneaker discussions and keeping them up to date on the public launch in Summer 2011. To date, our 350 members have uploaded thousands of sneakers to the Beta site. For Foot Locker, it's their first global marketing activity and is uniting their business. It's produced the World's first heat map of sneaker fans, shown how stock distribution can be improved and provided the foundation to develop Foot Locker's training academy, as well as opening up broadcast and music content partnerships.

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