Advertising's all about experience now ... and nothing says "experience" like local artists and free stuff.
For its "Dreams Are Made Here" activation around Super Bowl LIII, Nike Football had a special surprise for visitors to its "Studio of Dreams" space in Atlanta.
Last Friday, for an execution dubbed "AirDrop1," random attendees were pinged with an AirDrop request from "Nike Studio of Dreams." Those who accepted were treated to one of a series of super-short videos, featuring a local Atlanta designer customizing jerseys and Air Force 1s.
Worse things have certainly dropped from the clouds—or, in this case, the Cloud.
Lucky users were invited to Atlanta boutique A Ma Maniere to meet their artist and collaborate in customizing a jersey or pair of shoes.
"AirDrop is an underutilized functionality that's simple to use. No brand has really leveraged its power in a way that's not just for 'shock' value," says executive creative director Carren O'Keefe of agency AnalogFolk, which orchestrated the activation.
"With AirDrop1, we wanted to create a drop that matched the energy and creativity of Atlanta. It was an opportunity to share some of Nike's most elite experiences with the people of the city. It was all about being at the right place at the right time. It could have been anyone. After all, dreams are made here."
Owning a piece of top-dollar swag has always sent a message about class and means; customizing it sends a stronger one. But "AirDrop1" builds on an idea specific to this generation: Monogramming is over, and maybe a little too darling for modern tastes.
Customization today looks a lot more like tagging—an almost subversive vote in favor of the idea that transforming something in a way brands (or, hell, building owners) don't necessarily intend is art, and more culturally valuable.
Below are the activation videos and names of artists featured.