Artist Donald Glover (aka Infantile Gambino) used iOS Airdrop at Coachella to shock random festival-goers with a photograph of footwear he created in collaboration with Adidas. Those that accepted the Airdrop acquired a free pair of the sneakers – with phrases and situations, after all.
The fortunate recipients needed to signal a contract stating they’d put on the footwear, attend the present, and preserve the footwear on all weekend. Experiential advertising in motion.
infantile gambino airdropped an image at coachella of his adidas collab and everybody who accepted acquired a pair of his unreleased footwear… pic.twitter.com/JLKsmNb4LM
— jay ➐ (@THEGOODSlDE) April 12, 2019
Why we must always care
Glover’s Airdrop play comes at a time when experiential advertising is making waves. From Chanel’s Le Rouge Pop-As much as Refinery29’s 29Rooms funhouse, manufacturers are discovering methods to ask prospects into their story.
However the artistic experiences are solely a part of the technique. In Adidas’ case, the model leveraged Glover’s superstar to affect an viewers that was already tuned in (actually). The Airdrop tactic was merely an surprising and pleasant conduit bringing followers to the product.
Earlier than launching an experiential technique, we must always contemplate what sources are acceptable and out there to rally consciousness and engagement. As a result of if there’s something we’ve discovered about tangible experiences, it’s that supply and notion might be all the things.
About The Writer
Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading protection that informs and evokes entrepreneurs. Primarily based in New York, Taylor brings advertising experience grounded in artistic manufacturing and company promoting for world manufacturers. Taylor’s editorial focus blends digital advertising and inventive technique with matters like marketing campaign administration, rising codecs, and show promoting.