All Points Media PrintWorks - We offer branding, graphics, and print services to help develop your company’s image, and make your brand stand out from the crowd.

Overview:

Throughout All-Star weekend we created an exciting interactive experience incorporating experiential marketing, street teams, and premiums to increase awareness of the adidas Originals brand and launch the "Celebrate Originality" campaign. The main focus of the adidas branded AdVan was to launch an all new adidas originals video game utilizing cell phone based interaction provided by Play MegaPhone. The AdVan was located at a very high foot traffic intersection in-front of Harrah's Casino during All-Star Weekend. Consumers participated in the game by calling a phone number clearly displayed on screen. Using the number pad of their own phone to control an on-screen character, players (up to 20 at a time) would battle each other by throwing adidas Originals logos at other players to score points. Winners of each battle received adidas Originals key chains modeled after the classic "Superstar" shoes. After playing, the system automatically sent text messages to player's phones, promoting traffic to nearby retail stores. Street team members dressed in full adidas Originals gear helped create an exciting atmosphere as well as assisting consumers in how the game works, and further promoting the adidas Originals brand and retail locations.

Objectives:

Drive foot traffic to the Foot Locker store located at 732 Canal Street (Canal and St Charles) as well as the pop-up Champs store which is located at 500 Canal Street (first floor of Sheraton Hotel).
Raise awareness of the adidas Originals brand and products.
Launch the "Celebrate Originality" campaign

Technology:

The adidas Originals Video Game ran in Flash 9.0 on a MacBook Pro provided by Play MegaPhone, and connected to a dedicated server via Sprint Mobile Broadband. Their laptop connected to the AdVan display system via VGA Out and was captures at 1600x1200 at 60Hz. The game was designed at a resolution of 1600x800 to fully utilize the AdVans 2:1 aspect ratio screen. An additional MacBook ran a looping video advertisement on the passenger side screen.

Results:

By using the mobility and attention grabbing power of the AdVan in combination with interactive experiential marketing, exciting street team members, and premiums, adidas Originals created incredible buzz around their brand and drove increased sales to the target retail locations in the launch of their adidas Originals "Celebrate Originality" campaign.