Iris Case Studies Takeaway Takeover: Adidas GLITCH's Innovative Experiential Marketing Strategy

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	Takeaway Takeover: Adidas GLITCH's Innovative Experiential Marketing Strategy Iris

Takeaway Takeover: Adidas GLITCH's Innovative Experiential Marketing Strategy

Iris

Technology Category	Application Infrastructure & Middleware - Event-Driven Application Sensors - Autonomous Driving Sensors
Applicable Industries	Apparel Packaging
Applicable Functions	Sales & Marketing
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Technology Category

Application Infrastructure & Middleware - Event-Driven Application

Sensors - Autonomous Driving Sensors

Applicable Industries

Apparel

Packaging

Applicable Functions

Sales & Marketing

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.

About 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.

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.

Impact #1	The innovative marketing strategy adopted by Adidas GLITCH for the launch of their 'Prep Pack' resulted in a successful campaign that resonated with their target audience. The takeover of a fast food restaurant in East London created a unique and memorable experience for the GLITCH community, strengthening their connection with the brand. The teaser campaign and the event itself drove app downloads and event registrations, increasing engagement with the brand. The campaign also increased brand visibility in London, further establishing Adidas GLITCH's reputation for innovation and disruption in the market.

Impact #1

The innovative marketing strategy adopted by Adidas GLITCH for the launch of their 'Prep Pack' resulted in a successful campaign that resonated with their target audience. The takeover of a fast food restaurant in East London created a unique and memorable experience for the GLITCH community, strengthening their connection with the brand. The teaser campaign and the event itself drove app downloads and event registrations, increasing engagement with the brand. The campaign also increased brand visibility in London, further establishing Adidas GLITCH's reputation for innovation and disruption in the market.

Benefit #1	Increased app downloads due to the teaser campaign
Benefit #2	Increased event registrations driven by the social media campaign
Benefit #3	Increased brand visibility in London through the takeover of a popular fast food restaurant

Benefit #1

Increased app downloads due to the teaser campaign

Benefit #2

Increased event registrations driven by the social media campaign

Benefit #3

Increased brand visibility in London through the takeover of a popular fast food restaurant

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Overview

Takeaway Takeover: Adidas GLITCH's Innovative Experiential Marketing Strategy

Operational Impact

Quantitative Benefit