To create hype around the release of a new Nite Jogger colorway at NC State, we created a disruptive campus activation designed to surprise, activate and celebrate the college creator.
Here to Create. Since NC State is a campus full of creators, it was the perfect ground to activate the new adidas Nite Jogger drop.
We took over the iconic Free Expression Tunnel to create a Nite Jogger-inspired mural featuring an artistic take on the 'Wolfpack' and challenged campus creators to finish it.
Pop-up Newstand. Each creator earned Nite Cash which was redeemed at the pop-up newstand for a branded zine and a lotto ticket providing the opportunity to score product.
Nite Promotion. Event promotion was limited to social media “teaser posts” shared by campus agents and the campus’ creator network (posts were shared at sunset and deleted at sunrise) for three days leading up to the event. The campus buzzed with anticipation and a line formed hours before the event began at sunset.
Howl. Attendance shattered expectations as over 750 student creators flocked to the event to finish the mural; while all 1500 prizes were given out in the span of a few hours, the event lasted well into the nite.