adidas celebrated the grand opening of its flagship store in Melbourne, Australia with a creative marketing stunt designed to drive excitement and foot traffic. adidas erected several giant shoe boxes throughout the mall and gave unsuspecting consumers passing by a left shoe with a voucher attached that they could redeem for a free pair of shoes of that style inside the adidas store.
The adidas marketing stunt was creatively executed and served as a great way to generate buzz and excitement at a relatively low cost. Check it out below:
It would be interesting to see professional sports teams benchmark this marketing/PR stunt to drive awareness and excitement for new merchandise items throughout the season. Teams could set up mystery boxes throughout the concourse (staffed by interns) giving away free apparel and premium giveaways - a tactic designed to drive traffic and sales in the official team shop.