Randomly selected festival goers were air-dropped a pair of Adidas kicks, granted that they wore them for the rest of the event

Musician, actor and writer Donald Glover used his slot at Coachella, where he performed under his rap name Childish Gambino, to execute some creative experiential marketing. Glover debuted his new sneakers created in partnership with Adidas; however, instead of wearing them on stage during a performance, he gave them out to random festival goers via mobile.

Glover sent out an Airdrop to random attendees using iPhones, and those who accepted the invite were given a pair of the sneakers. With the stipulation that they kept and wore the shoes all weekend at the festival, the campaign near guaranteed an abundance of user-generated content as well as buzz surrounding the unique method of the drop.

Experiential marketing continues to gain in popularity among various brands and across verticals. This strategy was intended to create a sense of exclusivity for the customer as well as provide the product with free active advertising at an event hugely populated by its target demographic.

Coachella

Adidas


Lead image: stock photos from gpointstudio/Shutterstock

Musician, actor and writer Donald Glover used his slot at Coachella, where he performed under his rap name Childish Gambino, to execute some creative experiential marketing. Glover debuted his new sneakers created in partnership with Adidas; however, instead of wearing them on stage during a performance, he gave them out to random festival goers via mobile.

Glover sent out an Airdrop to random attendees using iPhones, and those who accepted the invite were given a pair of the sneakers. With the stipulation that they kept and wore the shoes all weekend at the festival, the campaign near guaranteed an abundance of user-generated content as well as buzz surrounding the unique method of the drop.