adidas Mobile LookBook Battle
To present the new FW ‘11 apparel, adidas invited 13 top fashion bloggers, from cities around the world, to create looks with adidas Originals clothing and shoes.
Mobile site
The looks were placed in a mobile environment, specifically designed for Battle.
Visitors to the mobile site were asked to vote for the best look in a head-to-head blogger show-down.
After voting, visitors of the mobile site were lead through to all of the looks created by their favorite blogger.
From here, visitors could find out more about each specific look and used apparel. Additionally, in specific countries, the articles could be bought right on the spot through their mobile phone.
QR Print campaign
For the mobile campaign period, adidas-branded QR codes were created. The codes were incorporated in the global print ad campaign to trigger consumers to visit the mobile FW ‘11 Look Book Batle.
The styled QR code and its positioning has been adopted into adidas Originals brand guidelines.
In Store activation
To make consumers aware of the Look Book Battle, adidas’ flagship stores were dressed up with eyecatchers baring blogger-created looks and the adidas QR code. The articles of clothing and shoes from the new FW line were fitted with specially designed tags. Picture frames were set up containing several looks and the code. Store personnel were also tagged with labels hanging from their team member badge lanyards.
Each piece of communication contained the QR-code as well as a 3 step guide how to scan the codes succesfully with a mobile phone.