Adidas and Star Wars

Chris Barbour, the marketing guru Adidas Sport Digital, said that innovation is always a matter of risk, the consequences are completely unpredictable. He told the story of one of these viral marketing strategies that has been successful ending to offend the entire nation of Japan.
To promote collaboration between Adidas and sneakers LucasFilms based on the theme of Star Wars, Barbour's team has developed an application that would tie the series iconic movies to consumers using geo-location. Remember the scene in which Darth Vader orders the Death Star to steer home planet Alderaan Princess Leia? Using Facebook Connect, which pulled the profile data and photos and satellite images of Google Earth app Adidas was able to replace Alderaan with consumers 'homes', zeroing in on their roads with IP addresses. The laser gun would then fire, creating a massive crater at the top digital clover your house or apartment on Google Earth with the words, "Adidas and Star Wars: Coming Soon."
Unfortunately, the viral marketing strategy has not gone as hoped.
As seen, the system of geo-detection trace, Japan many IP addresses to a large central server - a server that is located right next to the palace of Emperor of Japan. Barbours app's Death Star had spent the night blowing away to the palace - a promotional trick totally lost in translation. Soon, Adidas customer service center has been inundated with calls from confused Japanese citizens.
Yet even after this incident of international route, the head of digital marketing is still committed to take creative risks.

Barbour has learned from this experience with the innovation that you never know what's around the corner, but if he had not taken these risks would never have achieved the success it has achieved to date