In the early hours of an Amsterdam spring morning, a stealth team from Storeage (Amsterdam), a retail design agency, hung 33 pairs of piñatas shaped like the number “66” in key spots around the city center, with a simple command to crack it open to find a prize. Storeage and Japanese sports and lifestyle brand Onitsuka Tiger created the brand activation campaign “66 Ways to Catch a Tiger” to celebrate the launch of new Mexico 66 styles, the iconic Onitsuka Tiger sneaker.
Throughout the May weekend, customers, fans and tourists who broke open the piñatas and found a ticket were able to redeem it for a pair of Mexico 66s at the store, where the campaign continued with in-store graphics, a teaser map of all the piñata locations around town and more swinging piñatas.
The results of the campaign, which combined social media, traffic-driving engagement and in-store experience, resulted in a two-fold increase in store traffic over a normal holiday weekend, as well as a big bump in online traffic between the various Onitsuka Tiger social media platforms, Storeage reports.