Case Study: EBAY The Sneaker Hut with Mike Perry
Execution:
To further engage the community and contribute to a charitable cause, I worked with the creative team at eBay to introduce limited edition Earth Day sneakers. These custom designed sneakers were auctioned on eBay on Earth Day, with all proceeds benefiting Soles4Souls, a non-profit organization focused on repurposing unwanted shoes and clothing to create opportunities and reduce waste.
Results:
The eBay team and I achieved a successful and engaging campaign that resonated with sneaker enthusiasts and art lovers. Our interactive art experience went viral on social media, driving traffic to @ebaysneakers on Instagram and Twitter. The "Sneaker Hunt" game promoted active participation, enhancing brand awareness and engagement. The introduction of limited edition Earth Day sneakers and the associated charity auction showcased eBay's commitment to community and environmental impact. This campaign not only met its engagement and promotional goals but also made a meaningful contribution to a worthy cause.
Created in collaboration with LA based agency The Many and eBay “The Sneaker Hunt” campaign was designed to promote the new @ebaysneakers Instagram and Twitter handles. The collaboration sought to leverage my distinctive artistic style to create an engaging and visually inspired interactive art experience on Instagram, which celebrated the thrill of finding and bidding on the perfect pair of sneakers.
Director: Mike Perry Executive Producer: Masha Spaic Technical Director: Isam Prado Animation: Erica Perez, Kirun Kunju, Isam Prado Agency The Many - Blake Marquis, Dave Horowitz, Peanut Adams, Ryan Corpuz
Challenge:
Our collaboration needed to combine art, creativity, and sneaker culture to create an immersive and engaging experience that would attract a new audience of followers to the @ebaysneakers handle. The "I spy the sneakers" game concept encouraged participants to hunt for hidden sneakers within the intricate artwork, adding an element of challenge and intrigue to the campaign. I created a vibrant and visually striking world to represent the exciting, creative nature of the product, seeking to connect with both sneakerheads and art enthusiasts alike.
Strategy:
"The Sneaker Hunt" initiated its multi-channel campaign, directing followers to the new @ebaysneakers Instagram and Twitter accounts. This interactive art experience featured a dream home filled with eBay treasures, creatively concealing sneakers for participants to find. They were encouraged to message @ebaysneakers with the correct number of sneakers for a chance to win prizes. The collaboration included a sweepstakes, offering 21 fortunate winners gift cards, coveted "grail" sneakers, and limited edition prints, each intricately designed. These illustrations not only showcased iconic sneaker styles but also included details that resonated with sneaker culture, keeping the audience engaged and motivated in their quest for hidden kicks.
