Entertainment > Sports
FRIENDS, Moscow / ADIDAS / 2018
Awards:
Overview
Credits
CampaignDescription
A mobile website experience turned into a competition! The unique landing page where users literally need to run in order to scroll it.
Execution
A website that tracks GPS and accelerometer data from mobile phone and scrolls if user runs. All along the "length" of this site, we placed one hundred pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first. Competition took place all over the Russia for 14 days.
Outcome
Thousands of people from all over the Russia were actually running on our track. 106 000 unique users covered 30 000 000 meters total distance in pursuit for the new Alphabounce sneakers.
Relevancy
Imagine a running track where dozens of pairs of sneakers placed all over the distance and the only thing is you need to do is to be the first one who reaches the sneakers to get them for free. Sounds like an event, right? No, if this running track placed at the unique website, that can be scrolled only if you are running. It is not a running app or some hi-tech wearable device. It’s just a website, that scrolls if you run.
Strategy
There are some people who run in parks, some at gyms, other at stadiums. The only way to attract them all is to create a universal running location for everyone who run.
Synopsis
Our brief was to launch the new adidas Alphabounce running shoes, by highlighting their versatility that makes them fit for all kinds of runners.
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