Intrinsically viral campaign by Adidas…
(Please excuse my time poor attempt at poster design and festival nomenclature below)
This is an awesome campaign – You have a 100K budget to create a festival – you need to choose a venue, and bands then create a flyer using a flash drawing tool and then invite all your mates.
People can “attend” these festivals and the entry with the most entries wins a ticket to an Adidas sponsored festival in Berlin.
It has functionality to embed your festival poster within your blog as well.
Intrinsically viral and fun!
Advertising Age have recently posted an article about Adidas about their miOriginals concept store and recent marketing efforts
Adidas Lets Consumers Help With Originals Brand Building –
New Stores Allow for Fashion Customization, Added Social Media Components