What kind of festival-goer are you?
Background
The Athlete’s Foot, global retailer of sneakers, athletic streetwear and lifestyle, needed our digital energy for a new campaign last summer. The formula is international, but the stores are run by franchisees. The question was to come up with a campaign with a focus on festival season. So collecting especially local data, in order to generate leads and traffic, was extra important.
Approach
Target group: GEN Z. A diverse target group, with diverse interests. An online quiz, consisting of 6 remarkable questions (read: bit of humor and a grain of salt), gave the quizer the answer to which festival type they are.
Want to know, right? Upon completing contact information, they had a chance to win festival tickets and merchandise.
We pictured six types of festival-goers with a type name, matching look and sneakers.
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