Artist Donald Glover (aka Childish Gambino) used iOS Airdrop at Coachella to surprise random festival-goers with a photo of shoes he created in collaboration with Adidas. Those who accepted the Airdrop received a free pair of the sneakers – with terms and conditions, of course.
The lucky recipients had to sign a contract stating they would wear the shoes, attend the show, and keep the shoes on all weekend. Experiential marketing in action.
childish gambino airdropped a picture at coachella of his adidas collab and everyone who accepted got a pair of his unreleased shoes… pic.twitter.com/JLKsmNb4LM
— jay ➐ (@THEGOODSlDE) April 12, 2019
Why we should care
Glover’s Airdrop play comes at a time when experiential marketing is making waves. From Chanel’s Le Rouge Pop-Up to Refinery29’s 29Rooms funhouse, brands are finding ways to invite customers into their story.
But the creative experiences are only part of the strategy. In Adidas’ case, the brand leveraged Glover’s celebrity to influence an audience that was already tuned in (literally). The Airdrop tactic was simply an unexpected and delightful conduit bringing fans to the product.
Before launching an experiential strategy, we should consider what resources are appropriate and available to rally awareness and engagement. Because if there’s anything we’ve learned about tangible experiences, it’s that delivery and perception can be everything.