adidas Originals

NMD_LIVE

BRIEF:

To promote the new adidas Originals NMD sneakers release by highlighting their unique silhouette.

IDEA:

To engage target audience and make people examine our product, the brand hid the new NMDs in several most unusual locations all around Moscow and placed live feed cameras there. A person who found and took the sneakers first — got them for free.

HYPE

The stream went live for 10 days in a row in social media and caused real madness. People were organizing search groups, spying on a film crew and not sleeping for days in the NMD_LIVE chase.

RESULTS   

82 places,  264 hours of live-stream, 500 000 views, 43 000 comments, 5 min average view duration.

 

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