"adidas Originals continues the introduction of its Star Wars collection by delivering a forceful announcement to the world through the mighty Death Star battle station. The adidas Originals Death Star Superlaser is an engaging application that gives users the chance to get in touch with their dark side directly from the control deck of the Death Star. This two-way communication tool, integrating Google maps to snuff out locations, lets users target a street anywhere in the world, leaving their mark Originals style. By using Facebook Connect to launch the application users can have an even more personalized experience."
Read the full announcement right here at the main site.
UPDATE: The ForceCast's Jimmy Mac sent over the following fun follow-up in regards to the adidas Originals Death Star Application noted above.
"Unfortunately, the marketing strategy didn't go viral in the way Barbour had hoped. "That night, I awoke at 3 a.m. with my BlackBerry crying," he said. "I answered it and there was someone screaming at me in Japanese!"
As it turns out, the geo-detection system in Japan traces many IP addresses back to a large central server--a server that was located right next to the emperor of Japan's palace. Barbour's Death Star app had spent the night blasting away at the palace--a promo trick totally lost in translation. Soon, Adidas's customer service center was inundated with calls from confused Japanese citizens.
Yet even after this international hiccup, the digital marketing head is still committed to taking creative risks.
"What that experience taught me," Barbour told laughing audience members, "is that with innovation, you don't always know the answers and you don't always know what's around the corner."
"But if you don't take the risks, then you're not going to be where you need to be 15 to 20 years from now."
The product line, by the way, was a huge success."