Adidas Interactive Campaign - Innovative but off centre

The new Adidas interactive campaigns are up and running in the US. Some great concepts and creatives. Nearly all of the outputs are heavy flash-type micro sites,  some interactive video (good) and an online game. The weird and funky thing about the game is that in order to play it you need to get your Adidas runner/shoe scanned into the game using augmented reality webcam type stuff. Sounds cool but I’m not convinced of its take up. Try getting away with holding your runner in front of a webcam whilst in the office.

The interactive video content is a video catwalk/catalogue with each scene being used to model one specific garment. Different models for each individual piece and a different scene. Good stuff and it works.

What surprised me was the lack of any decent Facebook integration or social messaging. Adidas has 2.5m Facebook fans. The production spend for this interactive campaign must have been huge. Despite the size of the offering, the user experience is somewhat disappointing due to plugins required and the lack of normal intuitive navigation and usability.

The interactive fashion show could be so much better if you could bring your friends into the experience of browsing the catalogue - garner opinions from your friends on the catalogue; generate natural user-generated conversations; have the group decide on the best new pieces, etc, etc. 

Check it out for yourself.

Adidas 2010 Womens Look here : http://www.adidas.com/originals/nl/#/content/womenslookbook

Adidas on Facebook here http://www.facebook.com/adidasoriginals