The Sneakerhead Challenge – AR IG filter relay
Creating a sensation through AR relay challenge
To celebrate the 50th anniversary of the evergreen SUPERSTAR series, Adidas planned to honor the classics with a branding campaign. But due to the impact of the continuing social movement and COVID-19 pandemic, a majority of marketing initiatives were put on halt. We had to come up with a more economical alternative that could still build up excitement – the Sneakerhead Challenge AR filter was created to fill the gap.
Turn challenges into opportunities
For many retailers, 2020 has been a tough year as Hong Kong was in – not only a politically sensitive situation, but also in the midst of a pandemic outbreak. Any statement by brands could trigger negative emotions. To reinject joy to the city, Adidas took the opportunity to bring back the good old through introducing the SUPERSTAR 50th anniversary campaign.
Build hype with a gamified experience.
A light-hearted coloring game in AR format
The #SneakerheadChallenge AR filter allowed fans to revisit the heritage of the SUPERSTAR line-up over the years as they recolor them.
The winning formula for the #SneakerheadChallenge
Beloved products
Featuring the long line of Adidas heritage SUPERSTAR sneakers that fans had always craved for.
Engaged KOLs
Inviting KOLs to take part in the challenge along with other KOLs to encourage their fans to do the same.
Branded UGC
Refreshing the mass audience attitude towards the brand with this fun upbeat filter that many of their friends were using.
Find out what attracts the audience, leverage it
Least effort, maximized results
Answer fans’ wants
Reconnect with others during covid lockdown
Low budget
A more economical and feasible option at the given time
Max out viral effect
Simple game mechanics that inspire creativity
Credits
Don Chan / Creative Director
KC Leung / Art Director
Jasper Wu / Senior Copywriter
Results
- 120K impressions per day during the peak of the campaign
- 3.8M earned impressions and 450k impressions on own social media platform during launch period
- Lined up over 100 KOLs to accept the challenge
- Tens of thousands of UGC created
