Four23 takes over Bebo to launch Adidas style range
A digital campaign using the Bebo social network has been masterminded by creative studio four23 to launch a major new fashion range for the Adidas group.
Four23 was tasked with launching Style Essentials, a sport-inspired fashion collection targeted at 15-19 year olds. Commissioned during the development stages, four23 worked closely with adidas over the course of a year to develop the Style Essentials brand, positioning and audience profile – culminating in the digitally focussed consumer launch.
The online campaign, titled ‘Go Find’, featured a virtual treasure hunt, starting from the Style Essentials Bebo profile page, where users were encouraged to follow clues, leading to hidden prize-filled cubes.
Working with media buyer Carat, four23 developed a series of viral traffic drivers, including animations and interactive ads, which were seeded across the internet – including the MSN Messenger platform – in the run up to the campaign to help create online anticipation.
The launch day began with a Bebo homepage takeover that encouraged users to download an application that allowed them to play the virtual game. With clues released by four23 daily, via wall comments and the Bebo blog, users became brand advocates, sharing tips on how cubes could be found.
The four-week campaign reached an unprecedented interactivity level of 213% - showing that every landing on the profile page was followed by at least two interactions such as wall posts or whiteboard comments. The Bebo average interactivity rate is 10% for similar campaigns.
Warren Bramley, four23’s creative cirector said: “The holy grail for any campaign online is to ensure that users are engaged beyond a single visit. The key to success, we believe, is the mixing of great technology with a high level of consistent human input. We used our knowledge of how to communicate with this audience, and the possibilities that social networks provide, to engage directly rather than expecting technology alone to do the job. The key was to get the tone right, to entertain and never patronise and the Bebo platform was perfect to connect to our target audience.”