Artist Donald Glover (aka Infantile Gambino) used iOS Airdrop at Coachella to shock random festival-goers with a photograph of sneakers he created in collaboration with Adidas. Those that accepted the Airdrop acquired a free pair of the sneakers – with phrases and situations, in fact.
The fortunate recipients needed to signal a contract stating they might put on the sneakers, attend the present, and hold the sneakers on all weekend. Experiential advertising and marketing in motion.
infantile gambino airdropped an image at coachella of his adidas collab and everybody who accepted obtained a pair of his unreleased sneakers… pic.twitter.com/JLKsmNb4LM
— jay ➐ (@THEGOODSlDE) April 12, 2019
Why we should always care
Glover’s Airdrop play comes at a time when experiential advertising and marketing is making waves. From Chanel’s Le Rouge Pop-As much as Refinery29’s 29Rooms funhouse, manufacturers are discovering methods to ask clients into their story.
However the inventive experiences are solely a part of the technique. In Adidas’ case, the model leveraged Glover’s celeb 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 should always take into account what sources are applicable and obtainable 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 may be all the things.