Adidas used Apple’s AirDrop feature to gift lucky attendees at Coachella Valley Music Festival this weekend with a new shoe collaboration with musician Donald Glover (also known as Childish Gambino).
A randomly selected number of people who were attending the festival were sent an image of the shoe, dubbed “Nizzas”, via AirDrop. Those who accepted the image then had one hour to pick up a free pair of the kicks at a designated area.
Inside the shoe box, a small note outlined certain “responsibilities” that came with receiving the shoe. New owners of the coveted “Nizzas” were encouraged to take three actions at the festival to promote the shoes: wear them, keep them on all weekend and lastly, watch the Childish Gambino performance.
Also at the festival, Childish Gambino collaborated with Google to launch “Brighter in the Dark”, a custom tech and music installation where attendees could take photographs in the dark and explore the musician’s creative world. This was part of a larger collaboration between Childish Gambino and Google which started in February, where the musician joined the tech giant’s camera feature “Playground” as Playmoji (an AR avatar) that users can interact with.
Meanwhile for adidas, this experience is another clever activation that adds an element of excitement and surprise to the consumer when they are least expecting it. For example at last year’s ComplexCon, the brand dropped new sneakers by asking users to scan giant cubes located across the venue at designated time slots.
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