Operation AirDrop at Coachella: adidas Originals x Childish Gambino|海报/平面|广告营销案例【ADGuider广告指南】

科切拉空投行动: 阿迪达斯原创x幼稚的甘比诺

案例简介：背景阿迪达斯Originals希望通过有趣的drop机械师尽早获得即将发布的阿迪达斯Originals合作，以奖励Coachella的Donald Glover粉丝。所有人都注视着他的Coachella套装，我们的主要目标是创造一种独特的运动鞋掉落体验，以消除节日的喧嚣，既亲密又令人惊讶，并准确地反映了Donald Glover的创意价值和身份。鉴于Coachella的连接问题，我们使用了lo-fi技术，并创造了一种不依赖于高速和安全措施的体验。就在唐纳德·格洛弗 (Donald Glover) 的头条新闻之前，我们通过随机空投球迷并给他们60分钟的时间来拿起鞋子，揭开了他的标志性阿迪达斯Originals运动鞋之一。我们以一种非常规的炒作方式让他的粉丝感到惊讶和高兴，并给了他们想要的社交货币: 炒作的产品和标志性的时刻。描述创意我们在世界上最大的舞台之一推出了独家运动鞋，其创新的运动鞋掉落体验消除了节日的噪音，既亲密又令人惊讶，并以一种 “反炒作” 、微妙和非常规的方式准确地反映了唐纳德·格洛弗的创造性价值观和身份。我们通过使用仍然完全与Coachella集团产生共鸣的lo-fi技术，解决了最大的挑战之一，即连通性和安全措施。使用简单的AirDrop作为运动鞋drop机械师的动机，并允许粉丝在社交上分享照片和屏幕截图。AirDrop的直接性不需要应用程序，下载或复杂的技术，因此我们能够直接接触到真正的粉丝。无论如何，我们还利用了在整个活动中一直关注唐纳德·格洛弗 (Donald Glover) 的运动鞋和街头服饰媒体，并通过这种微妙的游击战术改变了传统的，令人惊讶的大滴的叙述。描述策略主要观众是唐纳德·格洛弗 (Donald Glover) 的粉丝，而科切拉 (Coachella) 的参加者则是次要观众。我们想避免只会为gram做这件事的参与者。为了直接接触唐纳德·格洛弗 (Donald Glover) 的真正粉丝，并使触角尽可能有机，我们对他的身份和粉丝基础进行了广泛的研究。我们超越了他的音乐迷，并研究了他的次要内容，以分析听众如何解释，推测和分享他的作品。我们设计了空投，说它来自唐纳德·格洛弗 (Donald Glover) 的iPhone，并使用了唐纳德·格洛弗 (Donald Glover) 徽标，以便实际的粉丝可以认识到这是合法的订婚。当那些敢于冒险接受随机空投的球迷意识到他们已经相信并完全理解了唐纳德·格洛弗 (Donald Glover) 的创意愿景时，就创造了一个真正亲密的时刻。描述执行情况我们花了一周的时间来构思和制定完美的运动鞋掉落体验，这将引起Childish Gambino的粉丝和整个Coachella文化的共鸣。在战略阶段，我们考虑了如何消除电影节上60多个品牌的噪音，臭名昭著的连通性问题以及粉丝对独家时刻和产品的渴望。我们花了另外一周的时间进行设计，并进行了两周的生产和执行，以确保每个接触点都有意义，并将其添加到adidas Originals和Donald Glover品牌中。当粉丝开始接受空投时，我们有一个定制的CMS来实时跟踪库存。为了防止人满为患和混乱，并实现唐纳德·格洛弗 (Donald Glover) 的目标，即让球迷真正为他的鞋子穿鞋，从实际掉落到拾取位置和指示的所有内容都经过了仔细的考虑。列出结果我们以一种亲密的方式让真正的粉丝感到惊讶和高兴，并给了他们想要的社交货币: 炒作的产品和标志性的时刻。我们偷偷摸摸的空投行动是Coachella最受关注的激活，并在网上疯传，导致Esquire，Vogue和Complex等出版物的5.27亿编辑印象，以及4700万的社交媒体印象。Instagram的一些最大的病毒模因帐户，例如kalesalad，也共享了空投。在一条推文中显示了空投的屏幕截图，有307,000多个赞和50,000转发。简单的AirDrop机制激励并允许粉丝在social上分享照片和屏幕截图，将他们的独家产品胜利展示给其他节日参与者和朋友。无论如何，我们都利用了在整个活动中一直关注唐纳德·格洛弗 (Donald Glover) 的运动鞋和街头服饰媒体，并通过这种微妙的游击战术改变了传统的，令人惊讶的大滴的叙述。

科切拉空投行动: 阿迪达斯原创x幼稚的甘比诺

案例简介：Background adidas Originals wanted to reward Donald Glover fans at Coachella with early access to his soon-to-be released adidas Originals collaboration using a fun drop mechanic. With all eyes on him for his Coachella set, our key objective was to create a unique sneaker drop experience that cuts through the noise of the festival, is intimate yet surprising, and accurately reflects Donald Glover’s creative values and identity. We played off of lo-fi tech in light of Coachella’s connectivity issues and created an experience that doesn’t depend on high speeds and security measures. Just ahead of Donald Glover’s headlining set we unveiled one of his signature adidas Originals sneakers by AirDropping fans at random and giving them 60 minutes to pick up the shoes. We surprised and delighted his fans in a non-conventionally hype way, and gave them their desired social currency: hyped product and iconic moments. Describe the creative idea We unveiled exclusive sneakers on one of the biggest stages in the world with an innovative sneaker drop experience that cut through the noise of the festival, was intimate yet surprising, and accurately reflected Donald Glover’s creative values and identity, in a way that was “anti-hype”, subtle and unconventional. We tackled one of the biggest challenges, connectivity and security measures, by playing off of lo-fi tech that still completely resonated with the Coachella group at large. Using a simple AirDrop as a sneaker drop mechanic motivated and allowed fans to share photos and screenshots on social. The directness of AirDrop does not necessitate an app, download or complicated technology so we were able to get straight to the true fans. We also leveraged sneaker and streetwear press who were following Donald Glover throughout the event anyways, and flipped the narrative of conventional, big surprise drops through this subtle guerilla tactic. Describe the strategy The primary audience was fans of Donald Glover and Coachella attendees made up the secondary audience. We wanted to avoid participants who would only do it for the gram. In order to get straight to the true fans of Donald Glover and to make the reach as organic as possible, we conducted extensive research into his identity and fan base. We went beyond just the fans of his music and looked into his subreddits to analyze how the audience interprets, speculates and shares his output. We designed the AirDrop to say that it was from Donald Glover’s iPhone and used the Donald Glover logo so that actual fans could recognize that it was a legitimate engagement. A truly intimate moment is created when the fans who were adventurous enough to accept a random AirDrop realize that they had fully recognized and understood Donald Glover’s creative vision by trusting this tactic. Describe the execution It took us one week to concept and strategize for the perfect sneaker drop experience that would resonate with Childish Gambino’s fans and Coachella culture at large. During the strategy phase we considered how we would cut through the noise of over 60 brands present at the festival, the notorious connectivity issues and the fans’ desire for exclusive moments and products. It took us another week to design and two weeks of production and execution to ensure every touchpoint was meaningful and added to the adidas Originals and Donald Glover brands. We had a custom-built CMS to keep track of inventory in real-time as fans began to accept the AirDrops. Everything from the actual drops to pick up locations and instructions were carefully considered in order to prevent overcrowding and confusion, and to achieve Donald Glover’s goal of getting the fans to actually wear the shoes for his set. List the results We surprised and delighted true fans in an intimate way and gave them their desired social currency: hyped product and iconic moments. Our sneaky AirDrop operation was the most talked about activation at Coachella and went viral online, resulting in 527 million editorial impressions from publications like Esquire, Vogue and Complex, and 47 million social media impressions. Some of Instagram’s largest viral meme accounts, such as kalesalad, shared the AirDrop as well. There were over 307,000 likes and 50,000 retweets on a single tweet showing the screenshot of the AirDrop. The simple AirDrop mechanic motivated and allowed fans to share photos and screenshots on social, flexing their exclusive product win to other festival attendees and friends. We leveraged sneaker and streetwear press who were following Donald Glover throughout the event anyways, and flipped the narrative of conventional, big surprise drops through this subtle guerilla tactic.