Adidas Took Their Sponsorship to Another Level by Providing Streamers With Shoes

Campaign Creative ManagerIga Łukawska

Creating more engaging and complex campaigns is something challenging but definitely worth the effort put into it. When designing a brand’s communication, it’s good to check if different paths are somehow connected. The more they connect, the more aware the recipients are of it. That’s exactly what we did with the VMLY&R agency in the Adidas sponsorship campaign promoting ZX 2K Boost shoes.

The claim of the gaming edition of the campaign was “feel the ZXience” which encouraged to experience the world of ZX in a different dimension, to feel and test new shoes in unusual conditions, do something fun and crazy.

Adidas organized a fun challenge for two YouTubers to play Fortnite with “blobs” – special controllers used by feet. And our main task here was to direct people to watch those videos. We wanted the campaign to have more dimension, so we created a two-level campaign with our standard artworks to reach as many people as possible and asked a few streamers to make special live streams to add engagement.

At inStreamly, we mainly focus on making display campaigns on streaming platforms. And creating artworks that gamers and streamers can connect with. So creating a product placement campaign for Adidas sponsorship, especially it was our first time, was a challenge. But what we learned from our experience is that if we really want to accomplish something, nothing can stop us.

Reaction videos are one of the most popular formats right now, so our plan was for streamers to create dedicated live broadcasts where they react to the challenge made by YouTubers, show Adidas ZX 2K Boost shoes, and have some fun with their viewers playing Fortnite. In addition, during the streams, our artworks appeared, encouraging viewers to check the challenge videos.

5 streamers got brand-new Adidas shoes and showed their viewers what it is to feel the ZXience. All of this created a complex campaign with a great reach and engagement thanks to connecting all the communication paths.

But most importantly, it was a fun experience for us to make something new, and for viewers. They enjoyed the live broadcasts made by our streamers!

Check out more case studies from global brands that partnered with streamers and get your brand aboard as well.

Campaign Creative ManagerIga Łukawska

Writing is something that I really connect to. I love coming up with new ideas and creating stories. In private, I spend an embarrassing amount of time reading fanfics (yes, you read that right), feeding my brain with stories I can take inspiration from while cuddling my two cats.