Stories
The influencers played, reviewed and created content around the Spark AR game.
Using their own voice and style they became the ambassadors of Reebok for their communities.
Reebok boosted the influencers content to reach people beyond the community.
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Stories
Feed
In parallel we drove traffic to the game through
video ads in Feed and Stories.
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Spark AR Game
ICONS by Reebok: Spark AR Game
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Run through an 80s 8-Bit inspired world. Jump to avoid the obstacles to keep your sneakers clean.
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How it works?
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Players have to choose one of our two classic sneakers before starting to run. Open mouth to jump over obstacles.
If the player gets to the end of the game, they are given a code that can be redeemed at a store for swag from the brand to personalize your sneakers.
scan to play
Measured RESULTS
The Branded Influence campaign drove significant impact compared with the retail norm and compared to no boosted influencer campaigns Reebok launched in the past.
BRAND AFFINITY
+3.9PTS
2.8 PTS more than retail norm
AD RECALL
+2.9PTS
more than previous efforts
PREFERENCE
+1.2PTS
more than retail norm
ADITIONAL RESULTS
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Market Scaleability: The Spark game and campaign scaled to 8 countries in LATAM, +3 in EMEA.
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Cross Brand Scaleability: It also scaled to a different Brand as client wants to replicate the game and strategy for ADIDAS.
The Spark AR Game generated 13,553,423 impressions in the last month after the campaign.
KEY LERNING
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Hypothesis: We proved it is possible to refresh a brand by leveraging micro-influencers and niche communities. The Branded Influence IP proved to be an effective framework to guide the project.
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Execute AR filters in both platforms (IG and FB) just in case IG is delayed in the approval.
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If you have instructions for the AR game, put them in the Ad so when people get to the actual game they already know how it works.