PURPOSE

Adidas skin protection is a sports skin care product line in Japan. There weren't many shops that sell them due to heavy competition. Our main target audience was existing adidas fans who wanted to buy our products but couldn't find where to get them. The objective of the campaign was to spread the information of shops that held our product.

IDEA

We designed an action incentive campaign where the consumers became promoters of the brand in a competition where they compete in locating and spreading the word of shops selling our product with mobile phones.

This is how it works:

1. Search your local shops for our product.

2. Once you’ve found a product, Check-In via Facebook or Twitter with your mobile phone!

3. You’ve just shared the information of the shop and product with everyone!

4. Players automatically earned points and were awarded with a digital item for each report they made.

Their rank was determined by the total points they earned.

Top rankers were awarded with a special gift.

CAMPAIGN PROGRESS

The competition was created in the athletic image of adidas. Participants competed by physically moving around local cities with their mobile phones to locate the product.

Anyone was able to participate by searching and reporting the shops that sell the brand. The more the participant shared the shops they found, the more points they received and increased their rank.

Participants searched for the shops and reported the name of the product with their mobile phones.

Locations of the shops that where reported through Check-Ins appeared on the campaign's map with the participant's report.

Reports were made via Facebook or Twitter, inducing retweets and circulation on social networks.

RESULT

The website received 440,000 page views and received over 50,000 Check-Ins through the campaign's three month run.

The final winner clocked in an impressive 6051 Check-Ins.

The unique number of shops reported topped 11,000.

Participants enthusiastically shared the shops and our brand, resulting in inducing visibility of the shops.

This lead to attracting more customers to the shops.

The campaign also succeeded in generating fans of the brand and received comments requesting us to sell our product at their local area.

Claims of disappointment in its unpopularity also resulted in the increase of shops selling the brand.