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: Other Consumer Products (including Durable Goods)
Advertiser: FOOT LOCKER
Product/Service: FOOT LOCKER
Date of First Appearance: Nov 10 2010
Entry URL:
Chief Creative Officer: Malcolm Poynton (SapientNitro London)
Director: Blac Ionica (Blac Ionica)
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)
Events Creative Team: Kate Eltringham (SapientNitro London)
Events Creative Team: Andrew Day (SapientNitro London)
Events Creative Team: Cat Le-Huy (SapientNitro London)
Events Creative Team: Jimmy Sevenways (SapientNitro London)
Event Project Manager: Ben Dearlove (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 Eltingham (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: Website - Global - November 2010

Describe the brief/objective of the direct campaign.
Sneakerpedia is designed to engage today’s marketing savvy audience with Foot Locker’s brand essence of “Enthusiasm Beyond Reason”. It’s a visual wiki, but to work, we needed sneakers. And not just any sneakers, but at the start, we needed the interesting, unusual and rare sneakers that would bring more people in. So, the challenge was how to get the world’s top sneakerheads to upload their collections on a shoe-string budget and zero media spend?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the Beta Club, an exclusive club for only 350 of Europe’s most passionate sneakerheads.
We released on Vimeo an explanatory, direct response Sneakerpedia ‘trailer’ video that invited sneakerheads to join the Beta Club.
We managed responses for access codes/invitations via free Twitter service before launching the Beta Club with an exclusive party featuring; legendary sneaker collectors DJ Kool Bob Love and DJ Clark Kent, ‘Sneakerpedians’ snapping/uploading all sneakers worn that night,
‘Go live’ of Sneakerpedia Beta featuring all 350 attendees’ 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.
Importantly, Foot Locker “powers” Sneakerpedia; it is a gift from Foot Locker to sneakerheads the world over because we share an Enthusiasm Beyond Reason for sneakers.

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.
The Beta Club was over subscribed 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.
The Vimeo ‘trailer’ generated 4.7m Twitter responses, 6.3m online impressions and more than $1m in unpaid media exposure.
To date, our 350 members’ have uploaded thousands of sneakers to the Beta site.