Picks of the Week: April 23, 2019
Donald Glover x adidas’ AirDrop at Coachella
Donald Glover (Formally known as Childish Gambino) put a new twist on sneaker giveaways by Air Dropping Coachella attendee’s a free pair of his new sneaker collaboration with adidas. On opening day of the festival, some attendees received an AirDrop notification alerting them that “Donald Glover” wanted to share a photo.
Those who accepted the request received a coupon for a pair of Glover’s adidas sneakers, a distressed, cream-colored take on the brand's Nizza collection. Those who redeemed their shoes were given a ‘contract’ to fill out, asking that they must keep the sneakers on for the rest of the festival and show up to Donald Glovers set that night. Not only was Glover scheduled to perform the day of the festival he also droped his new album “Guava Island’ the following day.
Account Executive, Consulting
Stackt Market Opens in Toronto
Stackt Market opened its doors to the public in downtown Toronto, unveiling dozens of new retail, food, beverage, service, experiential and community spaces within roughly 120 shipping containers. The massive venue has overtaken a previously vacant 2.6-acre plot of city-owned land at Front and Bathurst streets, and transformed the land into a curated experience for both locals and tourists.
From a marketing perspective, this is a great opportunity for a wide variety of brands to come in, create interactive consumer experiences, and deliver key messaging to target audiences. Notable brands that are currently presence at the Market include BMO, Endy, Belgium Moon, and Flow Water.
Dallas Mavericks - Dirk Nowitzki Retirement Celebration AR
To celebrate Dirk Nowitzki’s retirement, the Dallas Mavericks created four unique Augmented Reality experiences at Dirk’s last home game. Fans were instructed to unlock the AR experience at four touchpoints. First, the commemorative mural where by pointing their phones at the mural, fans could see Dirk come to life with 21 shots from all 21 of his historic seasons. Next, a special commemorative ticket from Dirk’s final home game turned the ticket into a Dallas Mavericks branded basketball court, including a video screen playing highlights from of Dirk across all 21 seasons. A poster and in-game clappers also unlocked AR experiences.
This was a cool application of AR in a way that added to the fan experience, for fans both in and outside of the final game. While VR faces many challenges as it can isolate consumers, we enjoyed how this application created an experience that fans could share together. We particularly liked the ticket example, as it turned something that (some fans hang onto) often gets thrown out, into a highlight reel.