Разработка интерактивной игры adidas P.O.D. Select

Главное о кейсе

“P.O.D. Select” became hugely popular on digital and social channels. The campaign website was visited by 121 000 unique users for 3 weeks. More importantly, the users actively engaged in the gaming experience itself. With 1 minute time limit an average session lasted for 2:30. 11 000 users collected virtual P.O.D.s for 10 minutes. 1500 users played for at least an hour.

Бизнес-задача и ее решение

Brief:
To develop a brand activation generating online content and engagement. This should bring to life the concept of the shoe and its podular sole.
Objectives:
1. Create awareness of new silhouette - Pod System
2. Educate on its unique and distinctive feature to resonate with streetwear hounds
3. Drive desire through exciting content
Creative Idea:
To educate consumers about this benefit, we asked them to build the sole themselves — and launched P.O.D. Select digital game. Users had to locate correct elements under limited amount of time to build as many virtual sneakers as possible. The more pairs you get, the closer the prize — a pair of real P.O.D-S3.1.

Прочая информация о кейсе

In summer of 2018 adidas Originals launched P.O.D. System — an innovative footwear concept with a sole that unites 3 iconic adidas technologies.

In order to educate the consumers about this feature we came up with creative solution. We broke down the sole to 3 parts — and invited our audience to bring it back together in “P.O.D. Select” game.

“P.O.D. Select” features simple, yet addictive gameplay. Lots of elements run across the screen at high speed. The goal is to find 3 correct ones to make up a pair of virtual sneakers. The more sneakers you collect, the closer the prize is: a real pair of P.O.D. sneakers.

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