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.