Artist Donald Glover (aka Childish Gambino) surprised fans with a free pair of kicks with a brilliant example of experiential done right. Using iOS Airdrop at Coachella, he send out a photo of the shoes he created in collaboration with Adidas. By using this mobile-first tactic, Glover was able to a create buzz and excitement at a moment when people are already highly distracted and would normally actively avoid brand experiences. He was able to get his audience to opt-in to a brand experience by playing on their natural human curiosity. Those who accepted the Airdrop received a free pair of the sneakers and signed a contract stating they would wear the shoes, attend the show, and keep the shoes on all weekend.
It is so frustrating seeing brands using technology for the sake of using technology, in a vain attempt to appear "with it". This is so refreshing. The use of Airdrop as the marketing vehicle here is far from contrived and is just a simple, surprising and delightful way to connect with an audience who is always glued to their phone.
Big thumbs up from me!
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