With the #addatrick campaign surrounding the Nike SB Summer ’16 collection launch, we developed a digital concept that covers two bases: tell an authentic athlete story while also presenting the collection’s products in an interactive format to promote sales. The story follows SB rider Denny Pham on a visit to his French teammate Matt Debauché on a getaway from the cold Berlin winter. The visit evolves into a digital pen pal connection on Instagram, during which the two expanded on doing tricks in a line according to the “add a trick” principle. End consumers were also invited to participate and join the #addatrick Challenge. Share:
The official campaign rollout, the majority of which happened across paid media, was also accompanied by an organic rollout created via viral consumer engagement. During the #addatrick Challenge, the two protagonists Denny and Matt expanded a line of tricks according to the popular “add a trick” format over the course of four weeks. They uploaded each newly added trick to Instagram and invited the audience to join the challenge.
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