In January of 2010, Jordan Brand approached Academy with the news that as part of their 25 year anniversary celebrations they were planning to release several all white retro sneakers. They wanted to get their customers to participate with the brand in an interesting and fun way.
Leading up to the launch of the sneaker release, Academy helped the brand launch a website and digital campaign challenging fans to demonstrate their Jordan Brand knowledge. For one week leading up to the launch of the contest, we dropped clues connecting participators to various videos, photo galleries and articles that talked about brand specific and product specific details.
We then launched a website that allowed users to re-experience a product they're already familiar with, in a way that helped build anticipation for it's anniversary return.
This website was also home to the big contest, which was dubbed the Sole Seek Retro Hunt. For a one hour window, users were able to enter the vault and compete for a once in a lifetime prize.
Those who followed the clues previous to the launch of contest were able to get an upper hand during the contest. After the contest was over, we turned the contest into a trivia where you could see how many people chose the right or wrong answer for each question.
Project Details Creative Direction: Marcus Eriksson Design: Greg Washington Photography: Sven Boecker, Greg Washington Flash Animation: Jason Ennis Flash Development: Brett Morgan, Matt Groves