Adizero Rose 2 launch - Run with D Rose
Adidas
We set out to create a social frenzy for the launch of the adizero Rose 2 —a signature shoe from the hottest basketball player in the world, Derrick Rose. The online campaign worked in three phases:
First fans had the chance to unlock the TVC (not created by us) early.
Secondly they got the chance to play in a three-on-three game with their hero Derrick Rose on a secret court somewhere in Chicago. To find it they had to follow photo clues on Facebook to work out where he would be, get the password and be one of the first to get to the venue. For those who couldn’t be there, the game was live-streamed for adidas basketball fans to watch on Facebook.
Third flash sales of the shoe gave fans the opportunity to be amongst the first to own the adizero Rose 2.
