Cannes Lions

THE ADIZERO D ROSE 2

GLUE ISOBAR, London / ADIDAS / 2012

Film
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Overview

Entries

Credits

Overview

Execution

Firstly, we empowered fans to control the release of the new TVC on Facebook; the more 'likes', the earlier the community could view it.Secondly, we deepened engagement, giving fans the chance to play 3-on-3 with D Rose at a hidden location in Chicago. But to participate, they had to find it.

The Facebook community worked together to uncover the location through photo clues. For those outside Chicago, we created a live-stream of the event on Facebook with D Rose responding to fans live.

Finally, we converted this excitement into sales, giving fans first access to product through Flash Sales.

Outcome

We witnessed a 286% increase in engagement during the first 2 phases of activity. We achieved our goal of an additional 200,000 Loyal Facebook fans (32% increase) in just over one month. Both Facebook Flash Sales sold out in under an hour generating a 14% conversion rate. Our client said,“We’re pumped about the results of this… It was a kick-ass campaign.”The greatest achievement of all was that we made our fans day: "unleash the bull, more like unleash the beast. D Rose can’t wait to see you in action on the court for the first time this year.”

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