Trendwrap: Buzz Marketing

Buzz marketing continues to create a stir as companies find ways to market by using new technology, as well as using different types of media in novel ways to generate some buzz.

Adicolor by adidas is a clean white shoe with refined customization tools: a set of colored paints, paintbrushes and a wooden palette. Promoted underground around the world, the adicolor by adidas campaign appears to be doing a good job creating some buzz while driving the creative hands-on and collector crowd to their showroom. New York City invitees, got an e-mail invitation to "Go to 267 Canal Street and look for a guy in head-to-toe adidas". They found themselves in an underground showroom with the adicolor collection on display. The visitors left with a customizable tote, a set of lacquer markers, the adicolor prep for coloring book and the latest issue of Vice magazine.

Cool free stuff is always a great way to create buzz. Wrapping up the unique campaign, online adidas is featuring video podcasts of seven different video shorts made by seven different directors for each adicolor hue at URLs corresponding to those RGB codes.

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People & Blogs

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• Trendwrap
• Buzz Marketing
• Adicolor by adidas