Adidas 747 Warehouse Experience
IT’S NOT EVERYDAY THAT THE SECOND LARGEST SHOE COMPANY LAUNCHES MULTIPLE SHOES IN ONE WEEKEND WITH CELEBRITY PERFORMANCES AND SURPRISES…
But when they do, it typically causes chaos as thousands of sneakerheads rush online to register for the chance to be a part of an iconic moment causing registration websites to crash.
The sneakerhead culture is not unfamiliar with chaos, as chaos seems to be the norm with any major shoe drop. Onsite store locations, long lines formulate causing unruly sneakerheads, while online tactics include standard shoe bots or cheaters/scammers to secure a purchase.
Now combine two high-demand celebrity collaboration shoe launches from Kanye + Pharrell plus live performances and a chance to win an exclusive shoe at the event, would make any sneakerhead completely haywire.
Adidas and Kamp Grizzly needed a solution that could handle the pre, during, and post-production of an event with their biggest collaborators and 12 separate exclusive shoe launches.
The Challenge
Adidas approached Event Farm looking for an all encompassing event technology solution that could simultaneously sell public tickets and send private invites to VIPs and media. As well, the guest data must integrate with a slew of onsite technology for seamless guest access control, one touch raffle kiosks, and segmented guest text messaging.
Tickets to the 14k person weekend long event were extremely high demand. This being Adidas’ most hyped event in recent years.
After tickets were purchased, guests were sent their own pre-activated branded Adidas 747 Warehouse wristband. These would be used for the guest to gain immediate access to the event and enter into the shoe raffles.
The Solution
Event Farm’s registration platform was able to handle the high demand of rabid shoe fans and seamlessly create an onsite experience for the guests, completely eliminating “shoe hype lines” so they could go enjoy the likes of Kanye and Pharrell performing.
The raffle system proved to be 100% effective in detecting unruly fans “gaming” the shoe releases, due to entries and winners were truly non-transferable.
Outside of the celebrity guest and shoe raffles, the most sought after activation was the Makers Studio. The first 30 guests were able to digitally enter with a scan of their wristband for an chance to customize some sweet Adidas sneaks. An added bonus was with the Fast Pass, there were no lines….just a text notification when it was your turn.
The Results
The impact that Event Farm’s suite of technology was seen two-fold: a seamless guest experience and a major reduction of production mess that typically seems standard with hype-centric consumer events.
Guest lines were virtually non-existent. Pre-activated wristbands delivered prior to the event, meant they didn’t need to register onsite - just scan in. As well, due to the digital raffle system, a quick scan and off they went to enjoy the rest of their day, like enter into the Maker Studio to make custom shoes.
Adidas was more than please with the flexibility and reliability of the Event Farm technology and production team. Things never go as planned the day of an event like this, but having a powerful, flexible technology platform allows for these changes without headaches. Not to mention, the demographic data collected that Adidas was able to help measure ROI and use for marketing campaigns post-event.
Event Farm/Adidas 747 Highlights
Verified purchased tickets with swiping an iPhone to a wristband
Allowed customers to enter raffles for 12 different shoes, text messaged those guests, and verified with Product Pickup module
Total Raffle entries: 39k day 1, 35k day 2
Fast Pass to enter the highly sought after Maker Studio
Pharrell surprise mystery shoe was awarded during his performance via text notification in real time
$1.6 million worth of shoes sold during the weekend long event