Adidas Promo AR GAME PACK by Sid Lee Montreal

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Canada
Agency Sid Lee Montreal
Released February 2010

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: ADIDAS
Agency: SID LEE
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: SID LEE, Montréal, CANADA
Entry URL:
Lead Agency: (Sid Lee)
Game Development: (xForm)
AR Development: (Metaio)
Media placement: Online Augmented Reality Game - - 10 January 2010

Describe the objective of the promotion.
We aimed to use a new digital platform to put adidas Originals in an innovative spotlight. Using five classic Originals sneakers, we saw the opportunity to promote the products from the inside out, influencing design and offering a truly unique experience far after the sneakers have left the store.

Describe how the promotion developed from concept to implementation
The idea at the core of the project was to integrate an AR code directly into the product design, connecting the worlds of retail and digital in one novel experience. The first task was to design and create the AR codes. Once the sneakers were in production, we developed the AR experience. Using photos, videos and illustrations from the 2010 campaign we created an original 3D pop-up neighborhood that mimics the brand’s television commercial. Collaborating with experts in game design and AR technology, we offer an authentic environment for users to conquer the three skill based games controlled by sneakers.

Describe the success of the promotion with both client and consumer including some quantifiable results
The adidas Originals AR experience was widely received, gaining coverage in publications like CNN, Ad Week, InStyle, Highsnobiety, Computer Arts, Contagious, Creativity, Wired, Hypebeast, Ad Age, and Freshness. Named one of Yahoo!News’ “7 Ordinary Things Turned Hi-Tech,” the AR Game Pack has already sold over half its stock to date, with a third game still to come. In the end, we successfully pioneered the first augmented reality experience in footwear, offering a never before incentive to buy adidas Originals sneakers and to play your way through the adidas Neighborhood online.

Explain why the method of promotion was most relevant to the product or service
The product is literally the heart of the digital experience. The AR codes were stitched onto the sneakers’ tongues becoming the first wearable, collectible, and completely reusable AR device. The only way to unlock and experience the adidas Neighborhood online is by using the AR sneakers and a web cam, offering the consumer a uniquely engaging experience with the product. Before and after the campaign launch, we promoted further with a teaser video creating pre-hype online followed by a staggered release of the three games, keeping the experience and benefit alive far after purchase.