Beckham may not have made Team GB’s Olympic football team, but he certainly made the day of 60 or so lucky Olympic fans when he joined them in a surprise photo booth adidas stunt.
A fresh and fun part of Adidas’ ‘Take The Stage’ activation of its London 2012 sponsorship programme (which included multiple elements across experiential, television, outdoor and digital platforms), the sportswear giant erected a photo booth at the Westfield Stratford City shopping centre which sits at the entrance to the Olympic Park in East London.
Team GB supporting shoppers wearing Adidas Olympic kit were invited to step in to the photo booth and asked to show their support for host nation team by posing for Olympic pride photos. In the middle of the snapping session, the world’s most famous footballer snuck out from his secret hiding place and surprised each group.
Beckham’s appearance draw a mixture of shock and awe as those posing for pictures reacted with shrieks, kisses and even tears.
The wide-eye wonder of the fans was caught on camera as Adidas filmed and photographed each surprise appearance. The footage was then edited into a web film which went viral across the internet.
“It was a unique experience for me and the people who took part and there were some great reactions when we surprised them in the photo booth,” said Beckham of the experience.
Comment:
The webfilm rapidly racked up 3.3 million YouTube views after its 24 June launch as people across the UK and the world shared the astonished faces of the Westfield shoppers with their peers.
This initiative shows Adidas creating a true brand-star-fan connection and an opportunity to engage and delight beyond the simple mechanics of branded kit sales and transactions.
A simple, yet effective way of surprising and delighting genuine consumers led to natural online P2P spread.
This was yet another example of London 2012 sponsors taking a more consumer-centric (rather than brand/product-led) approach to Olympic activation.
Links:
Video
http://www.youtube.com/watch?v=g0OzSpzYe6I
Website
http://www.facebook.com/adidas
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