Adidas Originals cooperated with TMELAND, the first virtual music social platform of Tencent Music, to hold the Metaverse Music Festival OZ Future Concert.
In the core landmark square area, Adidas Originals brand had set up customized exclusive virtual outdoor advertising such as a dao flag, and participants could exchange digital Ozworld sneakers when they complete regular activities.
The actual concert included performances by Korean-American rapper Jay Park and Chinese-American rapper MC Jin. The visitors could use Adidas’ Ozworld collection on their virtual avatars attending a catwalk, or complete timed activities to redeem digital Ozworld sneakers, and hang out with their friends.
Brand benefits for Adidas?
New brand image
New registers in adiCLUB
Presale targets in future campaigns
1.1 million unique visitors in TMELand
0.1 billion Weibo (微博) topics
Tighter consumer interaction
Fans can redeem Adidas’s Meta sneakers in Tmeland while joining the concert.