Adidas | Light You Up | NYC | Facebook Mobile Activation

To engage fans, we developed a Facebook app called “Light You Up,” where fans told us what the super-lightness of adizero helped them achieve. We then created a larger-than-life light projection and displayed the best statements alongside giant animations created not from pixels, but from fan names. The culmination of this social effort occurred in NYC the evening before the Argentina vs. Brazil game. In NYC, we served up music to accompany the show and ran a geo-fenced mobile ad campaign within 1.5 miles of the projection, directing people to the event.

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