To announce a new line of ultra light weight sneakers adidas launched a Facebook app called “Light You Up.” Fans told the world what light helped them achieve. Three massive light projections featured athletes and products in Boston during the NBA finals, in the heart of NYC the evening before an Argentina game, and in Washington D.C. before RGIII’s first game as Redskin.
In NYC, a geo-fenced mobile campaign in Manhatten the night of the event drove traffic to the projection
Dedicated Facebook applications on each brand page engaged customers. Custom videos exported to fans' Facebook timelines upon entry.
And once a name was added digitally, the number shares and return visits increased the size of fans names the final light projections.