Adidas calls to the new school- social media influencers- using a decidedly old-school method: Billboards and painting on buildings.
The Current Daily broke down the campaign:
“Each billboard references the influencer’s social media handle and a message directly related to their personal lives that they have shared on social media, with a call to action to head to the nearest Adidas store to pick up the new sneakers. User Jacques Slade (@kustoo), for instance, was told to grab a pair for his next unboxing episode, while Tyler Glickman (@t_glick) was congratulated for recently getting married.”
Why go old school? Even the current generation of influencers and non-influencers alike need to create their digital content around something concrete in the real world (at least most of them do).
“At the same time, out of home advertising is experiencing somewhat of a reawakening as marketers tap into the young consumer’s need for creating content. At this year’s Cannes Lions International Festival of Creativity, Glossier president and COO. Henry Davis, explained that billboards are a great strategy for the cult beauty brand because they are just the beginning of the conversation – as consumers spot the billboard, they feel compelled to photograph it and create and share (digital) content themselves, thus taking ownership of that conversation with the brand.”
Everything old is new again, etc.