Campaign Goals: Encourage consumers to take part in the first ever digital silent auction to benefit Women Win
Use Case: Fan Faves with Professional Services
adidas and Refinery29 partnered with celebrated female artists to create one-of-a-kind pairs of UltraBoost X sneakers representing all 50 states. The campaign is the first digital silent auction marketing campaign integrated with adidas' e-commerce platform in collaboration with Wyng, and it's for a good cause! The limited edition BOOST the Nation collection is created for women by women to unite creativity through sport and reflect the nation’s individuality.
To set up the first-of-its-kind digital silent auction, adidas reached out to Wyng to help build out a unique digital experience for their customers that highlighted the special sneakers up for auction and the purpose behind the campaign. While adidas may have been the first to launch a digital silent auction, here are a few takeaways that any marketer can incorporate into their next big campaign idea.
Sneakers became available on July 4 by auction and 100 percent of the funds raised will be donated to Women Win, an organization that empowers girls to build leadership skills and address gender equity through sport.
To learn more about the adidas and Refinery29 BOOSTS the Nation silent auction, check out the below video or read adidas' press release here.