my role: activation ideas.
SCRAPWORLD is the most important event in the Spanish streetwear scene. A weekend where all brands compete to catch the eye of hype fans. Foot Locker collaborated with Sabotage Propagandato achieve this.
The theme of the event was the world of trains. Each brand had to incorporate this concept into their stand. So we began thinking about it:
Foot Locker is a must-stop when you want new sneakers, and it would be at SCRAPWORLD too. We created the Sneaker Station, Foot Locker’s stand designed as a train stop.
The brand’s core target audience would be there that weekend, so we took advantage of the moment to create brand activations that generated engagement and subscriptions to Foot Locker’s loyalty program.
We did this through in-store activations in the days leading up to the event, as well as inside and outside the SCRAPWORLD stand.
Days before the event, we created an in-store brand activation. We hid SCRAPWORLD passes there. Where? In the iconic retail team uniforms. We added QR codes and people had to scan them until they found the one that led to SCRAPWORLD.
Inside the stand, we had prepared activations with prizes. But, just like at any train station, you need a ticket to enter. So, everyone who wanted to win something at the station had to subscribe to FLX.
To attract more people to the stand (although, honestly, it was always packed), we turned one of the Foot Locker team members into the train conductor. He walked around the event with a suitcase sponsored by Adidas, asking people what they would be willing to do to take the suitcase home. People went crazy. Here’s the proof: https://www.instagram.com/p/C53zbGXsLMJ/?img_index=2
The station closed with increased engagement and interaction on social media and over 2k new subscribers to its loyalty program.