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SONRA Eisenhut
Drive community engagement with real-life benefits. Building on our initial partnership for the release of the SONRA Proto “Prickly Pear,” collectID and SONRA joined forces once again to offer an extraordinary community experience connected to the release of the SONRA Proto “Eisenhut”. Community members competed in a creativity contest to win prizes money can’t buy.
collectID_Sonra_proto_Eisenhut_Fasion_success_stories

Release

2020

Solution

Equip sneakers with NFC technology and communicate directly through the product passport

Customer

SONRA

Together with collectID, SONRA asked the SONRA Proto “Eisenhut” owners to showcase their passion for the brand in a creative format. Although it was not easy to determine the winners among all the creative submissions, the activation of the community was a great success. The lucky winners could secure guaranteed access to upcoming SONRA limited releases for as long as one year. Considering every drop is sold out within minutes, leaving some enthusiasts disappointed, the community accepted the challenge with great enthusiasm. The passion for SONRA went so far that a SONRA tattoo was found among the submissions. Other submissions showed impressive collections that included every single SONRA sneaker since the brand’s inception. Not only did the high engagement rate prove the community’s appetite for SONRA sneakers, but it also helped to connect the community even more. The submissions that were shared on major social media channels were very well received among the community and created a lot of hype for the brand. All in all, the activation brought the community closer together and resulted in inspiring and authentic contributions.

Challenge

Create a unique community experience

Challenge

Create a unique community experience

Benefits for the community:

  • Connecting with fellow community members who share the same passion for SONRA.
  • Create to earn: Opportunity to win money-can’t-buy experiences.
  • Access to an exclusive communication channel to enter the contest.

Benefits for SONRA:

  • Activate community members as testimonials for SONRA.
  • Offering the community a way to engage and strengthen emotional attachment to the brand and its products.
  • Making use of exclusive communication channel to launch a targeted campaign.