Adidas
Hidden in plain sight
0
Sales Lift
0
Conversion by click-through to commerce
0
Impressions
0
Engagement rate
Challenge
Adidas Originals tasked dentsu with launching a new colorway for the iconic NMD shoe, available exclusively at Champs Sports. The goal was to drive engagement and purchase intent with real fans—not shoe resellers. We reimagined the product drop as a series of “hidden” WebAR experiences that eliminated lines and outsmarted...
Challenge
Adidas Originals tasked dentsu with launching a new colorway for the iconic NMD shoe, available exclusively at Champs Sports. The goal was to drive engagement and purchase intent with real fans—not shoe resellers. We reimagined the product drop as a series of “hidden” WebAR experiences that eliminated lines and outsmarted resellers.
Solution
We reinvented the product drop, replacing the static queue with an engaging brand experience that was designed for real NMD fans. Across the country, WebAR-enabled wild postings transformed city street corners into instant hidden drop zones—no app download required. Fans who found the posters could skip the line and click...
Solution
We reinvented the product drop, replacing the static queue with an engaging brand experience that was designed for real NMD fans. Across the country, WebAR-enabled wild postings transformed city street corners into instant hidden drop zones—no app download required. Fans who found the posters could skip the line and click straight to purchase. We provided local streetwear influencers with custom stickers so that they could create their own hidden drop sites. Influencers shared their sticker locations on Instagram—so only true fans who followed along could find them.
Results
We distributed 590 WebAR-enabled posters across five U.S. cities: New York, Boston, Philadelphia, Los Angeles and Chicago. We activated five local streetwear micro-influencers, providing them with the new gear and their own custom-designed WebAR-enabled wild postings to create additional distribution channels. We worked with...
Results
We distributed 590 WebAR-enabled posters across five U.S. cities: New York, Boston, Philadelphia, Los Angeles and Chicago. We activated five local streetwear micro-influencers, providing them with the new gear and their own custom-designed WebAR-enabled wild postings to create additional distribution channels. We worked with these influencers to co-create editorial content on Instagram Stories, along with interactive city guides to share the hidden dropzone locations with their communities. WebAR turned posters and wild postings into hidden product drop zones that only real fans would spot. Fans could explore the new NMD Camo Pack in immersive, interactive AR before clicking through to a mobile optimized commerce site, guaranteeing access to the shoe.
Our other work
Intel
Organic Intelligence
Transforming the global food supply chain from seed to grocery shelf.
Heineken
Creative Production Partnership
Leading global beverage brand Heineken tasked Tag with supporting their growth and global reach by adapting their marketing creative to resonate throughout multiple regions.
Brady x Ad Council
Safe Stories
Brady, Ad Council and Dentsu Creative Campaign Relays Stories of Real People Affected by Gun Suicide.
Burger King
Data-Driven Loyalty Fit for a King
As Burger King’s reign over the fast-food kingdom approached 70 years, they needed exciting new ways to engage their customers