The idea was to hide a pair of new adidas Originals NMD somewhere in Moscow city and stream it live on one condition: these sneakers are yours if you can find them. So, if you were lucky enough to recognise the place where the sneakers were standing and you was the first to come there – you got the sneakers for free even before its release.

To create a hype around new collection of NMD sneakers and popularize its unique silhouette among target audience We hid a pair of adidas Originals NMD sneakers somewhere in Moscow and streamed it live on adidas Originals pages in social networks & on adidas website. In shot there were: a pair of sneakers, the place where they were standing and the following text "these NMD are yours if you can find them". As soon as one pair was found the next pair in the next spot appeared in a livestream. There were 82 pairs in 82 places and 82 winners who got free sneakers. Pair after pair. Place after place. The livestream was going non-stop for 10 days and ended at 00:00 on August, 17 – the date of the release of the new collection of adidas Originals NMD sneakers.

Results:

If there’s such a metric as madness, then we got one. And one city, for 10 days. Though the overall number of views is 500 000, the engagement of the audience was enormous. Average view duration was 5 minutes. We got 40 000 comments only under adidas Originals own posts with livestream on adidas Originals own pages in social networks. We had local memes in comments and top commenters were some kind of celebrities for others. We also had tails after our crew cars. And a lot of not sleeping people who were watching how sneakers were standing.

Do you know anyone who would leave an omelette being cooked on a stove and run out of the flat because of some piece of advertising he just has seen? Well, we know one, because we did that piece of advertising. What the guy saw was a livestream of a pair of sneakers just standing somewhere, he run out of the flat because of the text overlapping the video “these sneakers are yours if you can find them”. He found the sneakers and got them. And even was back at home before it started burning. This particular case describes the

The strategy was to make people look at new collection of adidas Originals NMD sneakers via engaging them into simple promo mechanic. Actually we didn’t make them look at the product, we made them watch the product.

Imagine you're binge-watching a product shot that is going for 10 days in a row 24/7. Instead of working, going out, or anything else. Sounds crazy, but that is what people in Moscow were doing in August 2016. For 10 days they watched a livestream of nothing but a pair of adidas Originals NMD sneakers and the only thing they wanted was to get these sneakers.

The brief was to create a hype around new collection of NMD sneakers and popularise its unique silhouette among target audience before the release of the collection.