Artist Donald Glover (aka Childish Gambino) used iOS Airdrop at Coachella to surprise festival-goers with a photo of shoes he created in collaboration with Adidas. Those who accepted the Airdrop received a free pair of sneakers, of course with terms and conditions.
The lucky recipients were to sign a contract stating that they would wear the shoes, attend the show and keep them. on the whole weekend. Experiential marketing in action.
gambino, childish, throws a photo to Coachella of his adidas collab and all who accept acquire a pair of his unpublished shoes … jay (@THEGOODSlDE) April 12, 2019
Why we should
The Glover Airdrop game comes at a time when experiential marketing is making waves. From Chanel's Rouge Pop-Up to Refinery's 2929 funhouse, brands are finding ways to engage customers in their story.
But creative experiences are only part of the strategy. In the case of Adidas, the brand appealed to Glover's celebrity to influence an audience already listening (literally). The Airdrop tactic was simply an unexpected and enjoyable way to get fans to the product.
Before launching a strategy based on experience, we should consider the appropriate and available resources to bring together awareness and commitment. Because if we have learned something about concrete experiences, it is that delivery and perception can be everything.
About the Author
Taylor Peterson is the deputy editor of Third Door Media. Based in New York, Taylor brings creative marketing and agency advertising expertise to global brands. Taylor's editorial focus combines digital marketing and creative strategy with themes such as campaign management, emerging formats and display advertising.