Adidas Taps Parcel Pending and Jam 3 to Execute Marketing Stunt at ComplexCon
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Written by: Parcel Pending
Parcel Pending, in partnership with Jam 3, helped Adidas execute a buzz-worthy marketing stunt at ComplexCon, a popular music festival held in Long Beach, Calif. this past week.
Aiming to create hype for their new Adidas Originals, Adidas instructed ComplexCon attendees to download a special ComplexCon app and scan a floating cube in the main exhibit hall for the chance to win a pair of the exclusive shoes.
Winners were randomly selected throughout the event and notified by the app. Once notified, winners were instructed to go to an Adidas custom-branded locker, provided by Parcel Pending, to retrieve their shoes. Using the app, the winners would walk up to the Parcel Pending lockers and their corresponding locker door would pop open revealing their shoes.
ComplexCon attendees thought the experience, designed by Jam 3, was amazing. Additionally, Chris Murphy, Adidas North America’s senior director of digital activation, noted that the experience cut the transaction time of the sneaker drop from more than two hours to a few minutes.