Adidas teamed up with Midwest Immersive and an experiential marketing agency, to create an unforgettable experiential marketing activation for soccer fans called the ‘World Cup Energy Mode Tour’. The collaboration combined technology and creativity to design an Immersive RV that featured cutting-edge visual technologies, such as custom lighting mapping and light projected video experiences.
Guests took a BuzzFeed style quiz to identify which shoe silo they belonged to. The answer was revealed to each participant by a LED light show in the RV’s locker room. Guests then walked through the RV’s tunnel where they got to experience the shoe silo and associated swag while inside of a sensory experience spanning across 6 LED screens, 50 meters of lights, and 1 insane sound system.
Before leaving, participants posed for a Boomerang which was sent to them via e-mail immediately after. The kick-off of the tour was at the Brooklyn Bridge Park in New York City and featured a performance by Action Bronson. The RV then made stops along the east coast throughout the whole World Cup tournament.
To being the experience, guests took a buzzfeed-style ‘Uncover Your Creator’ quiz. The quiz included questions about favorite players, playing style, personality type; as well as marketing surveys. The results of this quiz weren’t revealed to player immediately, and instead were relayed to the RV’s media controller to cue playback of the appropriate content and to the brand ambassador who gets trial shoes and apparel ready!
Guests are then invited (by first name, too!) into the RV and the brand ambassador triggers a LED light show built into the lockers…revealing to the guest which silo they are part of. As soon as it’s been revealed, the brand ambassador presents the guests with shoes and apparel to try on!
Guests are then guided into the tunnel where they’re presented with a synchronized AV experience featuring 6 video displays, 50 feet of LED lighting, and 1 incredible sound system. The content played back showcases to guests what it means to be a part of that ‘club’.
And lastly, the player ends their experience by taking a “boomerang” that is emailed directly to the email address provided on the iPad survey!