If your New Year’s resolution is to get in shape – just like last year, right? – then this project from Russia might inspire you. In order to promote its Alphabounce shoe, Adidas and its agency launched a dedicated mobile website that only scrolled when you physically ran. To motivate runners, several virtual pairs of the sneakers were “hidden” along the route and could be claimed by those who reached them first. Then exchanged for the real thing, of course. Over 14 days, more than 106,000 people actually ran the virtual course, covering almost 30,000 kilometres (or 18,600 miles). No doubt they needed new sneakers after that. 

BriefA unique website where users literally needed to run in order to scroll the page. Alphabounce sneakers were placed along the "length" of this site so anyone could get a pair for free if they reached them first. Thousands of people from all over the Russia ran on the track for 14 days. Adidas found a way to get people out and exercising while plugging their newest shoe launch: a unique website that only scrolls when the user is physically running. And to motivate runners to really give it all they got, the brand hid dozens of free sneakers along the digital journey, enticing runners to be the first to reach those virtual mile markers in order to win the prize.
Advertiser adidas
Brand adidas Alphabounce running shoes

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PostedNovember 2017
Business SectorSubscribers Only
StorySubscribers Only
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Media Type Digital
Creative Director Al.....der Za.....yi Subscribers Only
Copywriter A...r M...na Subscribers Only
Art Director Al.....der O....ov Subscribers Only
Account Director Ek.....na Po......nko Subscribers Only
Head of Digital Department P...r Fo....ev Subscribers Only
Marketing Director P...r G...e Subscribers Only
Communications Director E...ne K....ev Subscribers Only
Brand Manager M...a Ig....va Subscribers Only
Creative director Aleksander Zavatskyi
Art director Aleksander Orekhov
Copywriter Artur Malina
Account director Ekaterina Ponomarenko
Head of digital department Peter Fomichev
senior marketing director, category running Peter Gyske
Brand communications director Eugene Karasev
Senior brand manager Maria Ignatova
Brand communications specialist Tatiana Fedyaeva
Executive producer Alya Lugovaya
Executive producer Konstantin Korobkin
Producer Taisia Tarabrina
Photographer Vladimir Vasilchikov
Photographer Ailk Oganov
Entrant Company FRIENDS
Idea Creation FRIENDS

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