adidas Street Experience

As a major sponsor of the Beijing 2008 Olympic Games, Adidas needs to build intensive brand awareness throughout China with high-impact communication and effective promotional activities. On December 1st, 2007, the sports brand launched their official Olympic Advertising Campaign in China, which will be Adidas' largest-ever single-country marketing effort.

Beijing, as the host city of the Games and a key market for Adidas, was the focus of a pioneering Customer Activation project: the Adidas Street Experience Zone. Conceived and developed by SYMA Innovation (SYMA Asia's new Technology Division) in partnership with TBWA, the Street Experience Zone was a 2-week Customer Activation tour-de-force, with 10 outdoor stands placed along 540 meters (nearly 5 blocks) on WangFuJing Avenue, a key shopping area at the heart of Beijing.

The goal of the pioneering project was to engage customers in activities that emphasize the Adidas brand values and positioning, such as high-end sports performance and a healthy active life, making the experience both memorable and fun.Using the latest motion-tracking technology, as well as mechanical systems, custom hardware and high-end AV equipment, SYMA Innovation designed and developed six interactive sports games and activities, which customers could experience inside custom-built booths. Basketball, volleyball, football and diving motion-tracking games, instant photos with popular athletes composed over advertising key visuals, mechanical game booths, and two large welcoming arches were some of the attractions deployed at WangFuJing avenue, with SYMA Innovation handling design, construction, technology and project management.

The success of the project overwhelmed all parties: in mid-winter Beijing, with temperatures below zero, long lines formed daily outside all booths, with hundreds of people eager to try the new interactive experiences. SYMA's traditional high-quality design and execution guaranteed seamless deployment of the whole structure, while the young and energetic team at SYMA Innovation handled game design, technology development, project management and technical support. SYMA also provided Adidas with a customer response survey, and a database of email addresses and mobile phone numbers of customers who participated in the campaign.

Adidas has already taken the Experience Zone to several other cities in China, trusting SYMA Innovation with design and execution of the projects in all occasions. As a trusted partner of Adidas China in design, both infrastructure, technology and innovation, SYMA Asia is currently discussing with the client several other pioneering projects, including breakthrough concepts for the 2008 Beijing Olympics.



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