Virtual Boosters | Adidas x Base Gamified Campaign Triumph. Creative Direction & Digital Advertising
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Creative Direction
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Base

Virtual Boosters

Base is the leading sports apparel and footwear store in Spain, with over 200 physical stores nationwide. They approached us to craft a campaign for Adidas aimed at attracting new young leads, aged 18 to 30.
After delving into the sports community within that age range, we proposed a campaign that seamlessly blends two passions: Adidas and video games. Under this theme, we devised a gamified campaign with a mini-game at the core, giving birth to Virtual Boosters.
The campaign featured various elements, including a jumper-style mini-game where the character jumps across platforms to score points, a landing page for registration and viewing participant rankings, and a digital campaign combining different actions from Social Paid Media, Email marketing, and SEM.
The results successfully met lead acquisition objectives, but what exceeded all expectations were the engagement metrics driven by the game. Registered users averaged 60 game sessions, with an average playtime of 25 minutes per session. Many players surpassed 100 plays, some even reaching 45-minute sessions. We discovered that this mini-game-based advertising format is a new territory that should be taken seriously.
Take a peek behind the scenes to understand why this case was groundbreaking—it was the first time we employed generative AI to create the game assets and key visuals.

Base - Virtual Boosters - Failfast
Base - Virtual Boosters - Failfast

The 3 keys to gamification: FUN, MOTIVATION, & RIVALRY

We crafted a fun and simple jumper-style game where the character leaps across platforms to catch gems, accumulate points, and win prizes. Some platforms deduct lives, others are lethal, and Ultraboost® platforms send you soaring.
We heightened player motivation with two enticing prizes: Score over 150 points and enjoy direct discounts on Base's website (driving traffic to the ecommerce platform, fostering consumption, and boosting revenue). Plus, just by registering, players entered a draw for a mystery box filled with Adidas products valued at €300.
The rivalry sparked by the public ranking was spectacular; we never imagined players could rack up as many points as some did. Well played!

Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast

All game assets were created through experiments with Midjourney v2, one of the pioneering artificial intelligence (AI) systems that generates images based on text.

The name "Virtual Boosters" bridged the gap between the gaming world, the virtual realm, and the flagship product we were giving away: Adidas Ultraboost® sneakers. The concept we aimed to convey was that with these sneakers, you could leap between dimensions, seamlessly navigating both the physical and virtual realms.

Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast

We had a solid concept, an incredibly addictive game, and a compelling prize. The only missing piece was a well-crafted campaign strategy to reach the maximum number of leads. After a couple of A/B test experiments, the campaign began to pull in leads, eventually meeting and exceeding our objectives.

Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast

At Fail Fast, we have our own framework that enables us to conduct experiments and campaigns based on new technologies. We explore the new digital by combining strategy, growth, creativity, and development within the same team.

Small Details, Big decisions

Design is more than thinking outside the box; it's about conquering the challenge of choice. Let's explore some of the pivotal decisions we've embraced.

Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
All game assets were created through experiments with Midjourney v2, one of the pioneering artificial intelligence (AI) systems that generates images based on text.
The name "Virtual Boosters" bridged the gap between the gaming world, the virtual realm, and the flagship product we were giving away: Adidas Ultraboost® sneakers. The concept we aimed to convey was that with these sneakers, you could leap between dimensions, seamlessly navigating both the physical and virtual realms.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
We had a solid concept, an incredibly addictive game, and a compelling prize. The only missing piece was a well-crafted campaign strategy to reach the maximum number of leads. After a couple of A/B test experiments, the campaign began to pull in leads, eventually meeting and exceeding our objectives.
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Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
All game assets were created through experiments with Midjourney v2, one of the pioneering artificial intelligence (AI) systems that generates images based on text.
The name "Virtual Boosters" bridged the gap between the gaming world, the virtual realm, and the flagship product we were giving away: Adidas Ultraboost® sneakers. The concept we aimed to convey was that with these sneakers, you could leap between dimensions, seamlessly navigating both the physical and virtual realms.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
We had a solid concept, an incredibly addictive game, and a compelling prize. The only missing piece was a well-crafted campaign strategy to reach the maximum number of leads. After a couple of A/B test experiments, the campaign began to pull in leads, eventually meeting and exceeding our objectives.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
At Fail Fast, we have our own framework that enables us to conduct experiments and campaigns based on new technologies. We explore the new digital by combining strategy, growth, creativity, and development within the same team.
arrow left
arrow right
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
All game assets were created through experiments with Midjourney v2, one of the pioneering artificial intelligence (AI) systems that generates images based on text.
The name "Virtual Boosters" bridged the gap between the gaming world, the virtual realm, and the flagship product we were giving away: Adidas Ultraboost® sneakers. The concept we aimed to convey was that with these sneakers, you could leap between dimensions, seamlessly navigating both the physical and virtual realms.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
We had a solid concept, an incredibly addictive game, and a compelling prize. The only missing piece was a well-crafted campaign strategy to reach the maximum number of leads. After a couple of A/B test experiments, the campaign began to pull in leads, eventually meeting and exceeding our objectives.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
At Fail Fast, we have our own framework that enables us to conduct experiments and campaigns based on new technologies. We explore the new digital by combining strategy, growth, creativity, and development within the same team.
arrow left
arrow right
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
All game assets were created through experiments with Midjourney v2, one of the pioneering artificial intelligence (AI) systems that generates images based on text.
The name "Virtual Boosters" bridged the gap between the gaming world, the virtual realm, and the flagship product we were giving away: Adidas Ultraboost® sneakers. The concept we aimed to convey was that with these sneakers, you could leap between dimensions, seamlessly navigating both the physical and virtual realms.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
We had a solid concept, an incredibly addictive game, and a compelling prize. The only missing piece was a well-crafted campaign strategy to reach the maximum number of leads. After a couple of A/B test experiments, the campaign began to pull in leads, eventually meeting and exceeding our objectives.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
At Fail Fast, we have our own framework that enables us to conduct experiments and campaigns based on new technologies. We explore the new digital by combining strategy, growth, creativity, and development within the same team.
arrow left
arrow right
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
All game assets were created through experiments with Midjourney v2, one of the pioneering artificial intelligence (AI) systems that generates images based on text.
The name "Virtual Boosters" bridged the gap between the gaming world, the virtual realm, and the flagship product we were giving away: Adidas Ultraboost® sneakers. The concept we aimed to convey was that with these sneakers, you could leap between dimensions, seamlessly navigating both the physical and virtual realms.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
We had a solid concept, an incredibly addictive game, and a compelling prize. The only missing piece was a well-crafted campaign strategy to reach the maximum number of leads. After a couple of A/B test experiments, the campaign began to pull in leads, eventually meeting and exceeding our objectives.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
At Fail Fast, we have our own framework that enables us to conduct experiments and campaigns based on new technologies. We explore the new digital by combining strategy, growth, creativity, and development within the same team.
arrow left
arrow right
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
All game assets were created through experiments with Midjourney v2, one of the pioneering artificial intelligence (AI) systems that generates images based on text.
The name "Virtual Boosters" bridged the gap between the gaming world, the virtual realm, and the flagship product we were giving away: Adidas Ultraboost® sneakers. The concept we aimed to convey was that with these sneakers, you could leap between dimensions, seamlessly navigating both the physical and virtual realms.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
We had a solid concept, an incredibly addictive game, and a compelling prize. The only missing piece was a well-crafted campaign strategy to reach the maximum number of leads. After a couple of A/B test experiments, the campaign began to pull in leads, eventually meeting and exceeding our objectives.
Base - Virtual Boosters - Fail Fast
Base - Virtual Boosters - Fail Fast
At Fail Fast, we have our own framework that enables us to conduct experiments and campaigns based on new technologies. We explore the new digital by combining strategy, growth, creativity, and development within the same team.
arrow left
arrow right

KEY RESULT

The average usage time has experienced an increase of 13.7%