Superstar

Foot Locker's Pitch Black Experience Kicks Off the Triple Black Collection

By: Laura McQuarrie - Published: • References: footlocker.eu & adsoftheworld
With the introduction of its Triple Black Collection, Foot Locker staged a pitch black experience for its bravest fans to get a hold of the sneakers early. The 'Triple Black Challenge' involved hunting through a series of rooms in the complete dark, in the hopes of locating one of the pairs of shoes.

To make thing even creepier, the fans were guided through the pitch black rooms by a distorted voice. Although everything was completely harmless, the sounds of bees, the feel of hay and balloons caught people off guard in the dark. Most people who took part in the experience were pretty calm throughout, but everyone seemed to be totally caught off guard by the human hands holding a pair of shoes from the Triple Black Collection at the very end. Stats for Scary Shoe Promotions Trending: This Quarter & Warm
Traction: 296 clicks in 16 w
Interest: > 3 minutes
Concept: "pitch Black Experience"
Related: 82 examples / 63 photos
Segment: Males, 12-35
Comparison Set: 30 similar articles, including: soccer sneakerhead campaigns, rebellious rapper sneakers, and cinematic slam dunk commercials.