All the tennis Grand Slams have kids corners, areas where kids can go and hangout while their parents are watching the long matches. At the Australian Open this year, Nintendo had a cool Wii tent. I’ve just gotten back from Roland Garros in Paris and the standout at ‘Espace Animation’ (kids zone) was Adidas.
To promote their lightweight ‘speedy’ Adidas Barricade tennis shoes (used by world #4 Novak Djokovic) they created a running event where kids were timed running in a zig zag format. Kids got to run using the Adidas Barricade shoes (see blue shoes kids are wearing) and they were timed. Was a cool little bit of experiential marketing and kids were loving it. Funnily enough, BNP Paribas created a ‘sprinters’ running race across the way but it had hardly any kids taking part, unsurprisingly. Overall a nice piece of experiential for kids, not brilliant, but certainly engaging and a bit of good old fashion fun not relying on gadgetry.