Takeaway Takeover: Adidas GLITCH's Innovative Experiential Marketing Strategy
Technology Category
- Application Infrastructure & Middleware - Event-Driven Application
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Apparel
- Packaging
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Adidas GLITCH, a sub-brand of Adidas that is known for its innovative and disruptive approach to marketing. Adidas GLITCH targets a younger demographic, specifically 14-19-year-old football players in London. The brand is known for its football boot range and is recognized for its innovative designs and marketing strategies. For the launch of their new 'Prep Pack', Adidas GLITCH wanted a campaign that would not only match their reputation for innovation but also drive app downloads and increase brand visibility in London.
The Challenge
Adidas GLITCH was set to launch their new football boot range, the 'Prep Pack', and needed a marketing campaign that would not only match the brand's reputation for innovation but also drive app downloads and increase brand visibility in London. The target audience for this campaign was 14-19-year-old football playing Londoners. The challenge was to create a campaign that would resonate with this demographic, encouraging them to engage with the brand and its new product. The 'Prep Pack' was inspired by hard work and the brand wanted to associate this with the reward of play after long hours on the pitch. The challenge was to find a unique and innovative way to take GLITCH off the pitch and into a space that this core audience would associate with a post-match reward.
The Solution
Adidas GLITCH decided to take over a fast food restaurant in East London, a place their target audience would associate with a post-match reward. The eatery was entirely rebranded as GLITCH, with every touchpoint reflecting the brand and its new product. The takeover included GLITCH product displays, exclusive apparel, and even a secret performance from North London's own drill rapper, Headie One. To generate buzz around the event, a teaser campaign was launched on social media. An abstract film was shared across the Instagram stories of adidas London, Premier League club players, and Headie One's channels, intentionally contrasting with the usual content seen by the target audience. This campaign drove app downloads and event registrations. On the day of the event, the GLITCH community was challenged to race to the shop to win a free pair of boots. The event was wrapped up with a film that brought together the product story, the GLITCH community, and the brand's irreverent expression.
Operational Impact
Quantitative Benefit
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