https://www.youtube.com/watch?v=oSNPFYTBpBo
Adidas is inviting consumers to enter a design contest for its Adidas Neo sneakers label via Snapchat, with the chance to turn their designs into real outfits. Budding designers are invited to sign up to Snapchat, then create and edit their own footwear and fashion designs on the platform, using a doodle tool on a photo of a model wearing a white outfit and shoes. Four winners will be flown to the Adidas HQ Germany to have their designs turned into real items. The campaign launched over the weekend with a funky little online film, seen here, created by Iris Worldwide's London office and produced by Skunk.
http://creativity-online.com/work/adidas-my-neo-label/49192
Adidas is taking personalisation to the next level by inviting sneakerheads to submit clothing designs via Snapchat. The brand has posted a video of models wearing white items from its Neo range as a blank canvas for would-be designers. Adidas will fly the winners to Germany to bring their designs to life. The work was created by Matt Carter and Jon Wedlake at Iris, and directed by Ehsan Bhatti through Skunk London. Snap it. Design it. Wear it. Design your own adidas neo collection & you could win your outfit & a trip to adidas headquarters!
https://www.campaignlive.co.uk/article/adidas-myneolabel-iris/1410347
https://vimeo.com/201258748
'The first fashion collection created by fans on Snapchat. adidas neo fans are mobile-first and they demand a voice. So when briefed to create a truly innovative global activation, we launched #myneolabel on Snapchat. With participation at its heart, #myneolabel kicked off with a mini fashion film featuring four ‘white looks’. Fans were encouraged to SNAP IT. DESIGN IT. WEAR IT. Using Snapchat’s native doodle tool, budding designers were invited to create and edit their own fashion designs on a screenshot of a model wearing a white look. After sifting through over 3,000 entries we picked four winners who were then flown to adidas HQ in Germany to work side by side with the adidas neo designers to make their doodles into finalised outfits. The winners were also joined by social influencer Peyton List who did a Snapchat take over on adidas neo’s account. At the end of the bootcamp experience we showed the rest of the adidas neo community what the final outfits would look like and we gave them the chance to win one of the full outfits. The finalised designs were then sent to production where a super limited run of the collection was made. To launch the final collection and showcase the new outfits we posted out a Lookbook video. We reshot the models from the first CTA film wearing the winning user designs and replaced the frames at the end of the film to reveal the final outfits. To celebrate the ingenuity and creativity of the whole adidas neo community we laid back a thousand of the best (and funniest) designs onto the blank CTA video, wrapping up the whole #myneolabel story. We then gave the adidas neo community the chance to win part of the collection by posting individual images of the items on Snapchat over 2 days after the Lookbook launch.'
proof of effctiveness
http://www.iris-worldwide.com/work/adidas-myneolabel/
CONTACTING CREATIVE
With the aim of collecting more in-depth research for this project and as to get a greater in-site into this project i tried to contact with the creatives that designed/created this project. This is to see if they could give any further advice for my brief, any further way that social media can be used and also to see if they have any relevant point for further research. As they created this effective campaign that showed it use and the result via stats, this could help this project fit the same criteria.
WHO TO CONTACT -
https://www.linkedin.com/in/matthew-carter-45641686/
https://twitter.com/mattcartervfx?lang=en
Jon Wedlake
https://www.linkedin.com/in/jonathan-wedlake-11525251/
response - (YAYAYA)
'Hi Bethany,
thank you for the kind words! I’m away on a shoot atm, so apologies the below is a little rushed but -
I think it’s impact has made it so the younger generation don’t want to be ‘advertised to’ I.e told what to do. They want to feel listened to, ‘represented’ and part of something. It’s all a lot more democratic. Its definitely opened up a 2 way conversation, (particularly when it comes to things like complaints), but I think exactly what a ‘2 way conversation’ actually is differs from brand to brand. For example, super exclusive brands don’t want to open the doors to conversation too much, otherwise they lose that exclusive appeal. Other brands like adidas have gone as far as launch a whole business model based on pier to pier marketing (adidas ‘glitch’) where a group of ‘fans’ became the social community managers of the brand.
I think when it comes to gen y and the younger generations, social media is 100% the most effective way to market to them, and should and does take precedence over everything else. Again sorry it’s rushed, I hope this is of some use.
Good luck!'
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