Found's Immersive Viral Experience for Foot Locker
When it comes to advertising your brand, what you want to build is affinity. It’s not enough for customers to be interested in what you’re doing, you need them to love what you’re doing. Then they’ll love you. You don’t want to give them something to watch, you need to give them something to care about, to interest them, to activate them. You need to involve them.
To highlight Foot Locker’s “Triple Black” Collection, a curated series of black sneakers from multiple brands, the retail chain wanted to bring an extra level of intrigue and excitement to their launch. They wanted to synthesize product and production into one story that could involve their customers. So they tapped Found, the experiential experts, to bring their customers into a three dimensional emotional and immersive experience.
To highlight what makes these shoes special, mainly that they’re all black, Found conceived a constructed live experience that would play on darkness. They created a space for participants that could be explored in the pitch black, with nothing but tactile and auditory senses. The participants would find a pair of sneakers in the pitch black, and if they made it through in time they would get a pair to keep. Using the two pathways of auditory and tactile communication, Found designed a sort of maze with the idea of bringing the participant off balance into a challenging space. They played off the fear and anxiety inspired by darkness to lift the participant up into the courageous brave person they could be when presented with the challenge.
When describing what the most exciting part of the project was, Sarah O’Connell of Found explains it’s “the opportunity to be able to do something for the fans first and foremost. In terms of their experience and interaction with the brand,” she says. “And then the opportunity to put it out into the world.”
The video that’s resulted from their immersive maze has amassed nearly 700k views after finding a click-through residence on FootLocker EU’s website. Their #BacktoBlack campaign is one of those rare occasions where the client asked for a “Viral Campaign,” and the artist was able to deliver.
Not only were they able to construct a piece that was predictive of mass appeal, Found ended up going from concept to execution in less than half the time they had originally asked for. “Everyone that was working on it was quite up for it and excited to do something spectacular,” Sarah explains the energy surrounding the project. “The whole crew that worked on it were really brilliant and put so much time and energy and passion into it.” It was all hands on deck to execute the impossible, and Found did it in record time.