How do you announce not one, but two new shoes at the same time? adidas and Mullen Lowe U.S. partnered up to launch the adizero Crazy Light 2, F50, and the 5-Star Mid. To engage fans, we developed a Facebook app called “Light You Up,” where fans told us what the super-lightness of adizero helped them achieve. We then created a larger-than-life light projection and displayed the best statements alongside giant animations created not from pixels, but from fan names. The culmination of this social effort occurred in Boston during Game 3 of the NBA finals, in NYC the evening before the Argentina vs. Brazil game, and in Washington D.C. leading up to RGIII’s first home game as Redskin. In NYC, we served up music to accompany the show and ran a geo-fenced mobile ad campaign within 1.5 miles of the projection, directing people to the event. In DC, we added a real-time Twitter element into the projection, which featured adidas fans’ tweets that used #lightupdc to welcome RGIII to Washington.