Bringing the power of the wind to Shanghai through a gamified location-based activation

Responsibilities

• ROLE: Lead Producer

• CLIENT: adidas

• PRODUCTION: MediaMonks

The work

To promote the launch of adidas’ Climacool shoes in China, we worked with Tencent to develop a dashing mobile game. The game captures the rush of Climacool’s ventilation technology by challenging players to blow into their phones to push the shoe as far as possible. The best players are rewarded with adiClub coupons and redeemable prizes like a pair of limited-edition David Beckham Climacools. Powered by Tencent’s API, people could play near an adidas store to double their scores, encouraging more plays and purchases. Our game went on to become the best-performing coupon-redemption game adidas has ever launched in China.