Late September saw Adidas turn a chicken shop in East London into a pop-up promotion for its new ‘Glitch Prep Pack’.
All of the shops touchpoints were rebranded for the launch event: including signage, bespoke staff uniforms, food boxes, wet wipes, napkins, bags, the menus and the neon sign outside the takeaway too.
This immersive campaign for the interchangeable football boots was devised by Iris London.
.@adidas turned a London fried chicken spot into a takeaway joint for its "Glitch" shoes. https://t.co/rgWAUGySks pic.twitter.com/dUVMcUVKbm
— Creativity Editors (@creativitymag) September 26, 2018
The campaign was initially trailed with teasers running across Adidas’ social channels.
GET £25 OFF YOUR #GLITCH19 STARTER PACKDownload the Adidas Glitch App Sign up using the code DAN40990 for £25 off your starter pack Get Creative#glitchfam #adidas #adidasfootball
— Adidas Glitch (@Glitch_Adidas) September 28, 2018
The initiative’s abstract and gently-paced video ran across Instagram stories on Adidas London, as well as across the feeds of a few Premier League club players and North London drill rapper Headie One.
These drove viewers to a ‘Swipe Up 2 Sign Up’ message to drive downloads of the Glitch mobile app (https://itunes.apple.com/GB/app/id1166181522?mt=8)
Join the #GLITCH19 Team with codes JULIA432 + ADAMS9 get
£50 off
your first purchase of a Starter Pack. Terms and Conditions apply.
Download the app from iTunes or Play store pic.twitter.com/NgY2oP0AGN
— Adidas Glitch Invite (@AdidasGlitch) September 28, 2018
and registrations to the event.
On the day itself, Adidas challenged fans registered to race to the secret pop-up chicken shop venue in order to be in with a chance of winning a pair of the new ‘Prep Pack’ skins.
Long lines of fans queued up at the chicken shop to get their hands on the products served up for free from behind the counter in Glitch box style packaging.
The event concluded with a performance from Headie One, and the campaign followed up with a with a wrap film that also served as product ad, seen here.
The pop-up was primarily designed to generate buzz around the launch among 14 to 19-year-old football fans and judging by the coverage it seems to have been fairly successful.
Glitchin' in the kitchen. @adidasfootball transform London chicken shop into Glitch takeaway: https://t.co/2vDpxJvpJZ pic.twitter.com/4pkGOd5E9s
— SoccerBible (@SoccerBible) September 14, 2018
Adidas created a 'takeaway takeover' at a restaurant in East London to promote its new Glitch football boots, designing new Glitch-themed branding for everything from the menus to the food boxes to a neon sign hanging outside https://t.co/qcQHBdyyw5 pic.twitter.com/HDufiozsfB
— Creative Review (@CreativeReview) September 24, 2018
Comment:
An imaginative immersive campaign that was finger licking good.
Although not quite so radical as rival sportswear brand Bjorn Borg’s September ‘Exerhighs’ pop-up in Amsterdam where customers could swap drugs for sportswear (see case study).
Glitch customers purchase a Prep Pack consisting of an inner shoe and an outer exchangeable skin in two colour schemes: one in which the red skins turn white when the wearer’s feet heat up and the other are white skins which transform into blue ones when in contact with UV light.
Links:
Adidas Glitch
https://www.adidas.co.uk/glitch
https://twitter.com/AdidasGlitch
https://www.instagram.com/glitchfootball/
https://www.facebook.com/AdidasGlitchFootball/
https://itunes.apple.com/GB/app/id1166181522?mt=8
Iris
http://www.iris-worldwide.com/
http://www.iris-worldwide.com/contact/london/
