In June 2018 adidas Originals launched P.O.D.-S3.1. — a brand-new sneaker model, which sole combines 3 classic technologies of the brand.
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.
The game launch made a huge buzz in social media. The video describing P.O.D. Select mechanics garnered 5.5 MIO views. Additional reach was brought by influencers, who hid the prizes within the game and announced P.O.D. Select in their social channels.
More than 121 000 unique users visited the website during 3 weeks of the campaign. 58 000 out of them played the game. And 63 pairs of P.O.D.-S3.1 found their new owners.
Within 1 minute time limit an average session lasted for 2:30. Moreover, 11 000 of people spent at the website at least 10 minutes, while 1500 users played for a whole hour.
More than 121 000 unique users visited the website during 3 weeks of the campaign. 50CAMPAIGN.