adidas Originals introduces breakthrough concept in Drop Marketing

Consumers and sneaker fans had an opportunity to partake and win limited edition items from the brand; the Ghost Drop was activated in 3 key sneaker hubs in the city

e4m by exchange4media Staff
Published: Mar 11, 2019 4:39 PM  | 3 min read
Ghost Drop

adidas Originals, the sportswear brand for the streets, has created disruption in the field of experiential and drop marketing with the introduction of a never-seen-before concept called the GHOST DROP in Mumbai. 

An innovative mystery raffle where consumers and sneaker fans had an opportunity to partake and win limited edition items from the brand, the Ghost Drop was activated in 3 key sneaker hubs in the city – the adidas Originals Store, Linking Rd, Superkicks, Khar(W) & VegNonVeg, Bandra(W) as well as Online on Myntra Sneaker Club.
Prior to the event, anchors of the event – popular sneaker heads and street wear aficionados Allen Claudius (of Bowties & Bones) and Shivani Boruah (The Velvet Radio) shared a series of teaser posts for their fellow sneaker heads and social media followers on mysterious ‘ghost’ items that were going to be dropped by adidas Originals on March 3. 

This created a lot of hype and led to organic digital conversations amongst the sneaker communities across Mumbai, Delhi and Bangalore as they too started sharing the ‘ghost drop’ teaser videos, images and even created memes while discussing and guessing what adidas Originals might be revealing during the Ghost Drop event. 

The event became one of the most searched events on Google in the ‘Mumbai, Maharashtra’ region as interest for the key words ‘Adidas Ghost Drop’ peaked on the days leading up to the event.
On Sunday evening, sneaker heads and street style fashion enthusiasts gathered across three venues and competed in an exciting raffle. 

How the raffle worked -

•    The winning items were kept a mystery where the participants had no information on what they were raffling for; the products were only revealed with the names of the winners at each stop through a unique raffle concept by spinning a Roulette!
•    Once the winning number was declared, the coveted ‘ghost’ was finally unveiled through an interesting GHOST DROP VAULT set-up which was unlocked to reveal the prized collectible.

•    For those participating via Myntra Online, ticking off a series of easy steps defined on Myntra’s social media channels made them claim a chance to participate in the online raffle on Myntra Sneaker Club.

The winner ended up getting attractive and exclusive NMD Utility case that included a pair of the cool NMD sneakers, a shoe brush and shoe cleaner - all in a trefoil branded utility briefcase. 

A trefoil branded hop-on hop-off bus further carried the sneaker fans to the multi-sneaker store – SuperKicks, which unveiled a pair of the most desired Jeremy Scott Wings Floral x adidas Originals as its ‘ghost’ collectible. 
With the energy levels still running high, the sneaker heads then proceeded to the final stop -multi-sneaker hub - VegNonVeg, where the winning item was a pair of the classic Stan Smith kicks, autographed by the legend himself during his maiden India visit in 2016. 

The online raffle took over Myntra Sneaker Club which engaged over 400 consumers in a contest post and the winner copped the uber cool EQT Headgear.

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