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Campaigns Editor's pick social media

Adidas Originals speaks to influencers via personalized billboards

adidas Originals influencer marketing billboard campaign
adidas Originals campaign

Adidas Originals’ latest offline campaign speaks to a group of influencers individually through a series of personalized billboards in Los Angeles and New York, promoting the launch of the P.O.D. shoe.

The brand worked with Clear Channel Outdoor to create 16 out of home ads calling out each influencer, including Tony Mui, who works at Complex magazine and hosts a YouTube channel; Kalysse Anthony, model and stylist; and Scott Reyes, an LA-based photographer.

Each billboard references the influencer’s social media handle and a message directly related to their personal lives that they have shared on social media, with a call to action to head to the nearest Adidas store to pick up the new sneakers. User Jacques Slade (@kustoo), for instance, was told to grab a pair for his next unboxing episode, while Tyler Glickman (@t_glick) was congratulated for recently getting married.

Adidas has been increasingly experimenting with personalized marketing to engage with an audience that is highly distracted by their digital behaviours. During 2018’s Boston Marathon, the sportswear brand created 30,000 personalized videos, one for each runner participating, by using data generated by the RFID-enabled running bibs. That data, combined with footage from seven different cameras stretched throughout the course, generated individual videos available to watch and share online after the race.

At the same time, out of home advertising is experiencing somewhat of a reawakening as marketers tap into the young consumer’s need for creating content. At this year’s Cannes Lions International Festival of Creativity, Glossier president and COO. Henry Davis, explained that billboards are a great strategy for the cult beauty brand because they are just the beginning of the conversation – as consumers spot the billboard, they feel compelled to photograph it and create and share (digital) content themselves, thus taking ownership of that conversation with the brand.

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Campaigns Editor's pick technology

adidas to create 30,000 personalized videos for Boston Marathon runners

adidas at the Boston Marathon
adidas at the Boston Marathon

adidas will be using individual RFID tags to create 30,000 personalized videos for runners participating at the 122nd Boston Marathon happening on April 16. The feature is part of the “Here to Create Legend” campaign, which also helps commemorate the sportswear brand’s 30-year partnership with the Boston Athletic Association (BAA).

To achieve the feat, adidas will be using data generated by RFID chips on the runners’ race bibs, such as pace and split times, combined with ultra-high frequency radio signals fed from street mats to antennas. In order to create each individual video, the company is working with digital agency Grow to capture footage using seven cameras and a 20-person crew stretching the 26.2-mile length of the course. Moreover personal footage will be captured at the 15K finish line.

In order to efficiently deliver the individual videos to runners within hours of the race, adidas has completed trial runs at other races and developed shot lists, sound effects and pre-set camera angles that will help the team eliminate excess footage and edit more speedily.

“We’re capturing the excitement, support and celebration that is Boston in a way no one has ever done before,” said Paul Bowyer, head of adidas Running US “In our 30th year of partnership, adidas and the BAA are creating an epic moment for Boston by harnessing the power of technology and 30,000 runners and to highlight the pride, firsts, wins, personal records and energy of runners who will become legends on April 16.”

To access the film after the race, runners will receive an email from the BAA with a link, while videos will also be available at heretocreatelegend.com and searchable via bib numbers.