Making Complex, simple. And very clever.
ComplexCon, Complex magazine’s famous 2-day future-festival in California features everything from sport to style, innovation to education.
One of the most popular attractions at the convention is the ‘sneaker drop’, where major shoe brands create and release one-off exclusives for the event. Needless to say, that every time it creates a Black Friday type of chaos.
Adidas came up with a solution that it was as simple as it could be: an event app. But here it is also where it gets clever, really clever.
Inside the AR powered app, there was a virtual map that led the user to adidas waypoints, which alerts users when and where the drops would happen. At the waypoint, users would find a large, adidas-branded countdown cube hanging from the ceiling that activated the app on their phone. Using the camera function you could scan the cube and have a chance to win/buy the product,
If you “won” the product, the app unlocks the product at a pickup location near by.
The gamifying experience was an overwhelming success and the unlock the drop videos went quickly viral adding more views to the brand whopping 6.5 million images shared on Twitter and Instagram each month.