adidas Originals Introduces A Breakthrough and Disruptive Concept in Drop Marketing
Engages with over 300 sneaker-hounds across the city by dropping ‘ghost’ items as they tried to win hype ‘mystery’ products & celebrate street-style culture.
adidas Originals, the pioneering sportswear brand for the streets, created disruption in the field of experiential and drop marketing with the introduction of a never-seen-before concept called theGHOST DROP in Mumbai. An innovative mystery raffle where consumers and sneaker fans had an opportunity to partake and win limited edition items from the brand, the Ghost Drop was activated in 3 key sneaker hubs in the city – the adidas Originals Store,Linking Rd, Superkicks,Khar(W) & VegNonVeg,Bandra(W) as well as Online on Myntra Sneaker Club.
Prior to the event, the anchors of the event – popular sneaker heads and street wear aficionados Allen Claudius(of Bowties & Bones) and Shivani Boruah(The Velvet Radio)shared a series of teaser posts for their fellow sneaker heads and social media followers on mysterious ‘ghost’ items that were going to be dropped by adidas Originals on 3rd March’19. This created a lot of hype and led to organic digital conversations amongst the sneaker communities across Mumbai, Delhi & Bangalore as they too started sharing the ‘ghost drop’ teaser videos, images and even created memes while discussing and guessing what adidas Originals might be revealing during the Ghost Drop event. The event became one of the most searched events on Google in the ‘Mumbai, Maharashtra’ region as interest for the key words ‘Adidas Ghost Drop’ peaked on the days leading up to the event!
Recently, sneaker heads and street style fashion enthusiastsgathered across the 3 venues and competed in an exciting raffle!
It was a full house at the adidas Originals Linking Road store which had sneaker heads going crazy with a nail biting finish to the final winner. The winner ended up getting a very attractive & exclusive NMD Utility case that included a pair of the cool NMD sneakers, a shoe brush and shoe cleaner- all in a trefoil branded utility briefcase. A trefoil branded hop-on hop-off bus further carried the sneaker fans to the multi-sneaker store –SuperKicks, which unveiled a pair of the most desired Jeremy Scott Wings Floral x adidas Originals as its ‘ghost’ collectible. With the energy levels still running high, the sneaker heads then proceeded to the final stop -multi-sneaker hub -VegNonVeg, where the winning item was a pair of the classic Stan Smith kicks, autographed by the legend himself during his maiden India visit in 2016. The online raffle took over Myntra Sneaker Club which engaged over 400 consumers in a contest post and the winner copped the uber cool EQT Headgear.
It was an evening of high adrenaline, curiosity and celebration that made social media go abuzz with the event hashtag #GhostDrop trending on Instagram as attendees captured the exciting moments from the event live on their social media platforms. In one of the most innovative and engaging consumer activities by a sportswear brand, the Ghost Drop brought the entire sneaker community in the city together as they put their best ‘street style feet’ forward and flaunted their favorite pair of kicks!Sneaker hounds of the city enthusiastically bonded over games, food & music, and cheered for the Trefoil as the coveted ‘ghosts’ were dropped at each venue.
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