We were briefed to come up with a simple and inexpensive social idea that would generate anticipation and excitement around Foot Locker’s new sneaker releases throughout the year. At the same time it needed to appeal to their teenage customer base and drive footfall into stores.
With our insight being that teenagers love to get the latest sneakers before their mates do. We would gamify this existing behaviour with ‘Lock it Down’ a social app that encourages them to ‘bagsie’ their favourite sneakers before their mates do. The app helps teens avoid the embarrassment of meeting up and discovering they're wearing the exact same sneakers as their mates. To further encourage them using the app they would be rewarded with free track downloads on purchase.
The apps usage would also create user generated content that could ultimately be used for in-store posters and POS.
It was a pitch win for Isobar as they were awarded the Foot Locker Europe account.