Adidas Originals 360° Live Broadcast
The first-ever 360° live banner that turned a store opening into a global broadcast.
ADIDAS ORIGINALS · MARCH 2017
Brief
March 2017. Adidas Originals was opening its first store in Turkey in Teşvikiye. The brief from creative agency Isobar could be summed up in a single, audacious sentence: "Take an opening that fits a hundred people and turn it into a launch that reaches millions."
The store was a small boutique, the street was narrow, and the guest list was limited. But Adidas Originals wasn't a boutique — it was a culture, with an audience that crossed continents. The question wasn't "how do we bring people to the opening?" It was "how do we bring the opening to the world?"
Event operations were going to be handled by CPM. Production, technology and the technical answer to "how do we reach millions" landed on us.
“If you want a launch to reach the crowd, don't fix the camera — put the camera wherever the viewer is looking.”
Insight
In 2017, "digitizing" a store opening came with a familiar recipe: Instagram Live, a Snapchat geofilter, a bit of Facebook Live. All of them single-window — the viewer had to look wherever the camera looked.
But an Adidas Originals opening isn't a single speech: there's a queue at the door, a DJ inside, a product on a wall, a face here, a dance there — a different moment in every corner. The viewer needed to watch not what we chose, but what they chose. And that wasn't solved just by "let's do a 360° broadcast": the viewer shouldn't have to come to Adidas' page — the broadcast had to come to them, even on a completely different website.
The second insight was about targeting. People who cared about Adidas Originals were already walking past Adidas stores in Teşvikiye. We could know who they were before the opening, and reach back to them on opening day — if we could pull a digital signal from the physical world.
The Idea
We built two separate systems; one collected physical signal, the other distributed the broadcast.
1. The iBeacon layer. Weeks before the opening, we installed iBeacons in front of the Adidas stores in Teşvikiye. The anonymous signals from passing mobile devices were used to build a real audience of people who actually cared about Adidas Originals — a crowd that had walked past the store with their feet, not just clicked an ad.
2. The 360° live broadcast banner. On opening day, we installed a fixed 360° camera on a kiosk in the middle of the store. The broadcast didn't go to Adidas' page — it went into the open display advertising network: users browsing other websites suddenly saw a live 360° feed inside an ad banner. They could rotate the banner with their finger and watch the opening from any angle they chose. At the time, this format didn't exist anywhere in the world — which is why it was positioned as a first.
On opening day, the audience built up over the previous weeks via iBeacon was hit with a push notification: "Adidas Originals just opened. Watch live now." The crowd that had walked past the store in the physical world came back to us in the digital one. Opening day delivered 275,000 live viewers and the campaign reached a total of 1,281,000 online users.
Audience Built with iBeacon
iBeacons were placed in front of the Adidas stores in Teşvikiye weeks before the opening. People who actually walked past the brand were quietly tagged in the real world.
360° Camera Inside the Store
A fixed 360° camera was mounted on the central kiosk inside the store. In 2017, live 360° broadcasting was extraordinarily hard — keeping the stream alive required technical infrastructure built from scratch.
World's First 360° Live Banner
The broadcast wasn't hosted on Adidas' page — it was distributed across the open display ad network. Users browsing other sites could rotate a live stream inside an ad banner with their finger.
iBeacon-Driven Push
On opening day, push notifications went out to the audience built up over weeks via iBeacon. The people who had walked past the store in the physical world were brought back into the middle of the opening, digitally.
Execution
In 2017, doing a live 360° broadcast wasn't just "plug in a new camera." At the time, live 360° had no stable commercial infrastructure, no widespread player support, and no in-browser 360° viewer that just worked. Distributing it inside a banner ad raised the bar another level — bandwidth, codec, latency, frame rate and user interaction all had to be solved at once.
Three Problems We Had to Solve
- Stream stability: a never-dropping flow between the fixed camera, the live encoder and the distribution infrastructure
- 360° inside a banner: embedding a finger-rotatable live 360° player into the display ad ecosystem
- Targeted re-engagement: piping the anonymous iBeacon-collected audience back through push notifications
Scope
- iBeacon installation, data collection infrastructure and anonymous segment building
- 360° camera + kiosk hardware install inside the store
- Live 360° encoding + distribution infrastructure
- Development of the finger-rotatable 360° player that ran inside an ad banner
- Push notification orchestration and segment matching
- Live on-site operations on opening day
Team
- Project Lead: Atilla Baybara
- Technology Development: Utku Olcar
- Operations: Yiğit Sarı
- Client Relations: Şaban Yılmaz
- + Broadcast, encoding and technical infrastructure team
Results
- 1,281,000 online reach — the first time a single-store opening in Turkey traveled this far
- 275,000 live stream viewers — a boutique opening built for a hundred guests physically reached close to half a million
- The world's first 360° live broadcast banner format — the launch was also positioned as an ad-tech first
- The iBeacon → push notification loop drove real conversion — anonymous foot traffic in the physical world became an audience that could actually be invited back digitally
- Became one of the most-cited launch case studies in Turkish ad-tech
- Client
- Adidas Originals
- Event
- Türkiye'deki ilk Adidas Originals mağaza açılışı
- Date
- Mart 2017
- Location
- İstanbul, Teşvikiye
- Creative Agency
- Isobar
- Event Agency
- CPM
- Production & Technology
- Harikalar
- Project Lead
- Atilla Baybara
- Technology
- Utku Olcar
- Client Relations
- Şaban Yılmaz
- Operations
- Yiğit Sarı
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