Foot Locker DM SNEAKERPEDIA by SapientNitro London

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Industry Shoes
Media Direct marketing
Market United Kingdom
Agency SapientNitro London
Director Blac Ionica
Released November 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: FOOT LOCKER
Product/Service: FOOT LOCKER
Date of First Appearance: Nov 10 2010
Entry URL:
Chief Creative Officer: Malcolm Poynton (SapientNitro London)
Film Creative Team: Malcolm Poynton (SapientNitro London)
Film Creative Team: Kate Eltringham (SapientNitro London)
Film Creative Team: Andrew Day (SapientNitro London)
Film Creative Team: Ben Callis (SapientNitro London)
Production Company: Blac Ionica (Blac Ionica)
Director: Blac Ionica (Blac Ionica)
Events Creative Team: Kate Eltringham (SapientNitro London)
Events Creative Team: Cat Le-Huy (SapientNitro London)
Events Creative Team: Andrew Day (SapientNitro London)
Events Creative Team: Jimmy Sevenways (SapientNitro London)
Group Account Director: James Graham (SapientNitro London)
Account Director: Kate Eltringham (SapientNitro London)
Social Media Strategy: Charles Wells (SapientNitro London)
Social Media Strategy: Kate Eltringham (SapientNitro London)
Twitter Content: Suzannah Wharfe (SapientNitro London)
Programme Manager: Helen Curtis-Jenkins (SapientNitro London)
Project Manager: David Mercado (SapientNitro London)
Technical Delivery Manager: Mike Smith (SapientNitro London)
Media placement: Trailer - Vimeo - November 2010

Describe the brief/objective of the direct campaign.
Since 1976, Foot Locker has grown to become the world’s largest sneaker retailer. But in recent years, the high street has become crowded with big-name brand stores, and a plethora of small, boutique online choices. Our challenge was to re-engage today’s sneaker fans with Foot Locker’s brand essence of “Enthusiasm Beyond Reason”. Our strategy was to achieve this by giving sneaker fans the world’s largest sneaker archiving project: Sneakerpedia.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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.
For the Beta phase, we set out to recruit 350 exclusive members to upload their most interesting sneakers.

Explain why the creative execution was relevant to the product or service.
Within the sneakerhead community, we had discovered a degree of friendly rivalry and intrigue about each other’s sneaker collections. So the idea of an exclusive club – the Beta Club – not only delivered on our challenge, but added credibility to Sneakerpedia.
We designed the trailer to tease with not only the functionality of the site, but critically, the fact that it’s the world’s first visual wiki, and thereby one that puts all sneakers on a pedestal.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Vimeo ‘trailer’ generated 4.7m Twitter responses, 6.3m online impressions and more than $1m in unpaid media exposure.
The Beta Club was oversubscribed within 9 hours. Although only 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.