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Adidas Promotes Adicolor Brand with an Interactive Game Featuring Rapper 2 Chainz by

  • December 6, 2012
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Adidas has partnered with Champs Sports to promote the classic-style line branded Adicolor with an interactive game. The game is designed with a retro 90s influence. Atlanta-based rapper 2 Chainz is the protagonist of the game.

“At the introduction of the game 2 Chainz is playing basketball when his chains mysteriously get stolen off his neck. Aliens? Jealous rappers? It’s not apparent who swiped the gold, but the game then begins. “ – Prefixmag.com

The Adidas brand has been a pioneer in positioning its products with Gen Y hip-hop culture. Ever since the days of Beastie Boys and Run DMC, Adidas apparel and footwear have appeared organically to the youth of America. 2 Chainz is the new face for Adicolor with distribution through Champs Sports. He first appeared in a Web spot for the line and is also involved in promotional events.

The interactive game creates a unique brand experience for social influencers and potential customers on Facebook. This type of content is very popular with Gen Y and can go viral quickly with social sharing functions. The game was featured on the Champs Sports brand page. In addition, multiple lifestyle bloggers featured the content. This integrated campaign combined social media with a well-executed interactive piece to create a big win for the brand.

Play the game here(You have a full-screen mode at the games windows bottom right corner):

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BY Rory Kaluza

Author

Rory Kaluza
Rory Kaluza is the director of digital strategy at Digital Aptitude, an Internet marketing agency based out of Portland, Oregon that serves over 300 clients (including Chevrolet, Burger King and Subaru).
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As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. A dedicated team of writers strives to keep its readers up-to-date with the biggest and freshest news about global brands, while concentrating on successful brand strategies, corporate and brand identity work, brand development and brand evolution.
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© 2013 Branding Magazine. All rights reserved.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. A dedicated team of writers strives to keep its readers up-to-date with the biggest and freshest news about global brands, while concentrating on successful brand strategies, corporate and brand identity work, brand development and brand evolution.