Rivers Run Red | Immersive Brandspaces™ | Adidas

Case Studies Adidas One of the first brand campaigns in Second Life Coca Cola Webby-award winning virtual premiere of Coca-Cola’s Happiness Factory II Herman Miller Herman Miller products at the heart of the growing business communities in Second Life Penguin Virtual book launch which gave William Gibson the chance to appear inside the virtual world he predicted Intel / The Guardian The world’s largest virtual festival with 15,000+ visitors with 60+ acts over 3 days The Royal British Legion In celebration of Garden of Remembrance, the creation of a giant poppy garden in a virtual world Sky News Extension of the SKY News Center and team into the virtual world Vodafone Webby Official Honoree and one of the first symbiotic developments utilizing the Second Life platform		Adidas Client: adidas Project: Microride Adidas BRIEF The Microride sports shoe was an iconic product launch. Adidas came to Rivers Run Red to see how they can extend this into new forms of media. What role might the Adidas brand play in the new virtual spaces? ENGAGEMENT Rivers Run Red created the strategy and build for Adidas’ journey into the virtual world space. Consumers were offered the opportunity to wear and experience the same brand attributes and feature of their favorite sports shoes in their virtual lives, projecting their self in a way they are familiar with from the real world. The shoe was designed to allow the user to experience, virtually-enhanced features and benefits of the real life attributes: springy step and the ability to bounce. Product testing and consumer feedback were key components of the engagement process. RESULTS Rivers Run Red brought Adidas into the virtual world space - one of the first companies to use Second Life for a brand campaign. The virtual experience, while playful, also extended peoples’ understanding of the Microride offering.