Adidas Launches a New Shoe with Bounce Lounges
For the adidas Megabounce shoe launch last holiday season, adidas built three Bounce Lounges in key locations in Manhattan and Brooklyn. In Manhattan, adidas created buzz for the launch by dispatching four hydraulic low-rider Bounce Mobile vehicles filled with brand ambassadors spreading the word about the lounges and the launch.
A refuge from the cold, the Bounce Lounges were decked out in custom-designed Bounce Cell ottomans reminiscent of the cells found in the soles of the Megabounce shoes. Plasma screens littered the space showing adidas content on a loop. Consumers who tried on the new shoes received an adidas branded token redeemable at Foot Locker stores via a Bounce Machine. Consumers who retrieved a red bouncing ball from the machine won a pair of Megabounce shoes. Before leaving the lounges consumers also received a Bounce travel mug, which was filled with gourmet hot chocolate on the way out.
In addition to the lounges, adidas created interactive 10-foot-by-20-foot footprints at New York area malls where consumers could try on the Megabounce shoes. Consumers were entertained with performances by professional Double Dutch teams (Consumers could participate if they wished). For each try-on, consumers received tokens they could take to the mall’s Foot Locker store for a chance to win a free pair of Megabounce.
The program was a success, exceeding adidas’ sales goals by 13 percent. It held more than 10,000 try-ons in two days; more than 10,000 consumers were driven to retail locations.