Angela Lowe — August 14, 2006 — Business
References: blog.coolz0r & gushmagazine
Adidas decided to launch a new store in Pilestraede, Copenhagen during Fashion Week and came up with a great idea to entice customers to go to their store. The placed several small blue Adidas ducks in the fountain at 'Enhave Plads'. When people picked up the ducks it read on their side: “I've swum too far - help me get back home!â€, and on the bottom it said: “Reward for my return at Adidas Original storeâ€. When customers brought the poor lost little duck back to the store they received a free t-shirt and they got to keep the duck. Not a bad idea. (GUSH Magazine)
Trend Themes
1. Experiential Marketing - Adidas used experiential marketing tactics by placing small blue Adidas ducks in a fountain and offered a reward for bringing them back to the store, which resulted in the promotion gaining traction on social media.
2. Gamification - Through gamification, Adidas incentivized customers to locate, save and return lost ducks to their store, which created a sense of urgency and excitement among customers.
3. Brand Loyalty - Adidas' creative strategy to enhance the customer experience helped to build brand loyalty by offering a reward for returning the ducks to their Original Store.
Industry Implications
1. Retail - Retail stores can leverage the tactic of gamification by incentivizing customers to engage with their brand and products, which can lead to an increase in customer acquisition and retention.
2. Event Management - Event management companies can use experiential marketing tactics to create meaningful and memorable experiences for attendees, which can lead to positive word of mouth and increased ticket sales.
3. Advertising - Advertising agencies can use gamification and experiential marketing to create engaging campaigns that are memorable and shareable, which can lead to increased brand awareness and social media engagement.
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