Кейс российского Adidas: бесплатные кроссовки за пробежку по виртуальному беговому треку
Креативная команда проекта создала сайт с виртуальной дорожкой, которая прокручивается при беге.
В мае 2017 года российское подразделение Adidas совместно с рекламным агентством Friends Moscow и продакшн-студией Bakehouse
запустило рекламную акцию «Беги, чтобы выиграть» (RunToScroll).
Команда проекта RunToScroll создала сайт с виртуальной трассой длиной сорок километров. Беговой трек прокручивался, только если пользователь с телефоном находился в движении. По виртуальной трассе компания расположила призы — пары кроссовок Adidas Alphabounce. Пользователь, который «добегал» до них первым, получал обувь бесплатно. Всего на трассе находилось 100 пар Alphabounce.
Представители команды проекта рассказали редакции vc.ru о том, как появилась идея акции, какие проблемы пришлось решить разработчикам сайта и что получилось в итоге.
Главный экран сайта
Идея
По словам представителей команды проекта, компании Adidas предстояло рассказать о выпуске новой модели беговых кроссовок — Adidas Alphabounce. Нужно было показать покупателям, что новая модель подходит широкому кругу аудитории: и профессиональным спортсменам, и любителям.
Разрабатывать приложение для бега в рамках одной рекламной кампании не имело смысла. Организовывать обычные мероприятия — соревнования, забеги, полосы препятствий — казалось банальным решением.
Мы решили связать действия людей в офлайне, то есть сам процесс бега, и пользовательский опыт в digital-среде. Так появилась идея создать беговую трассу на сайте — универсальную для всех, кто бегает.
— команда проекта RunToScroll
Инструкция перед началом пробежки
Во время движения по виртуальной дорожке, пользователей подбадривали послания от знаменитостей — профессиональных спортсменов (например, футболистов Дениса Глушакова и Дмитрия Комбарова) и тех, кто не занимается спортом профессионально (блогера Кати Клэп).
Послание футболистки Нади Карповой
Прокручивая сайт во время бега, пользователи получали информацию о новой модели кроссовок. Чтобы подчеркнуть универсальность Alphabounce, виртуальную трассу «сложили» из разных беговых поверхностей: асфальта, футбольного поля, стадионного покрытия, парковой дорожки и так далее.
Информация о кроссовках
Кампания длилась две недели, с 15 по 28 мая 2017 года. В социальных сетях её продвигали с помощью промозаписей, публикаций спортсменов и лидеров мнений, а также баннерной рекламы.
Публикация блогера Кати Клэп в Instagram
Реализация
Представители команды проекта рассказали, что времени на разработку сайта оказалось очень мало. У разработчиков было только пять недель, хотя по оценкам команды требовалось семь или восемь.
Разработчикам нужно было спроектировать надежное веб-приложение.
Если бы это было мобильное приложение, проблем бы не возникло. Сконструировать надёжное веб-приложение гораздо сложнее.
Перед командой возникли проблемы, связанные не только с датчиками, но и с получением доступа к ним, а также вопросы производительности браузеров. Всё это требовало проверки.
— команда проекта RunToScroll
Процесс разработки
Создание прототипа заняло две недели. Разработчики разделили задачи на четыре блока: плавность анимации при прокрутке, изменение скорости прокрутки в зависимости от скорости бега пользователя, обработка ошибок без «падения» сайта (ошибки GPS, связи, ошибка сервера 500), проверка и подбор алгоритма, который подсчитывает пройденное расстояние.
Ещё при подготовке стало понятно, что возникнет проблема «шумности» датчиков. Во всех телефонах используются очень дешевые детали, которые выдают данные с большими погрешностями. «Сырые» цифры с них брать невозможно.
Если использовать для измерения акселерометр без дополнительных алгоритмов и положить телефон на стол — виртуальный беговой трек на сайте начнет прокручиваться. Это происходит потому, что датчик выдает некорректные данные.
Корректные данные мы получили только с помощью педометра.
— команда проекта RunToScroll
В первоначальном варианте разработчики использовали «сырые» данные от педометра (аппарата, который отсчитывает число сделанных шагов). После стали собирать данные с двух датчиков (акселерометра и GPS) и педометра, которые затем проходили обработку алгоритмом фильтрации (фильтром Калмана). С его помощью разработчики хотели достичь большей точности и избавиться от шума.
Согласно словам представителей команды проекта, на настройку фильтра ушло в два раза больше запланированного времени. Лишь к концу четвертой недели команда убедилась, что всё работает правильно.
Телефон пользователя отправлял «сырые» данные датчиков на сервер, который их обрабатывал, рассчитывал скорость бега и пройденное расстояние. На основе расчетов сервер решал, какой элемент показать пользователю следующим: промоблок, блок с возможностью забрать кроссовки или обычный пустой участок бегового трека.
Если человек добегал до кроссовок, он мог указать свой номер телефона во всплывающей форме и получить промокод. Разработчики сделали так, чтобы нельзя было получить несколько промокодов на один номер.
Представители команды проекта рассказали, что уже на второй день хакеры создали ботов, которые отправляли сайту искусственно созданные данные. Эти данные сайт принимал за реальные пробежки пользователей и резервировал бесплатные кроссовки в базе. Боты работали через
API
сайта.
Пока хакеры не поняли, как манипулировать отправкой SMS-сообщений, они не могли получить кроссовки. Разработчики вычисляли ботов по неестественным данным датчиков о пробежке и отменяли резервацию кроссовок вручную.
Разработчики несколько изменили программу и задержали хакеров на сутки. Но подобные ходы требуют несколько часов работы, а хакерам несложно произвести реверс-инжиниринг изменений. Они адаптируются быстрее, чем мы успеваем ставить им палки в колеса.
Хакеры в любом случае добрались бы до API отправки SMS — это было лишь вопросом времени. Поэтому мы забирали кроссовки из-под ботов в ручном режиме.
Этот риск был заложен еще на этапе проектирования, но для нас все равно стало удивительным, что хакеры подтянулись так быстро.
— команда проекта RunToScroll
Результаты кампании
За две недели по сайту «пробежалось» 106 тысяч уникальных пользователей со всей России. Общее пройденное расстояние составило 30 млн метров.
Согласно словам представителей команды проекта, рекламная кампания показала результаты выше ожидаемых. Несмотря на технические трудности, команда перевыполнила запланированные KPI: охват, количество уникальных пользователей, bounce rate, время на сайте и продажи — каждый показатель в среднем на 25%.
Среднее время посещения сайта — три минуты тридцать пять секунд.
При этом стоит учесть, что пользователям требовалось совершить огромное количество действий: включить GPS, дать разрешение на передачу данных, и самое сложное — начать бежать. Так что эти результаты можно считать несомненным успехом.
— команда проекта RunToScroll
Cостав творческой группы
Adidas (Клиент)
Петр Гыскэ — старший директор по маркетингу, категория «Бег».
Мария Игнатова — старший бренд-менеджер по коммуникациям.
Татьяна Федяева — специалист по бренд-коммуникациям.
Евгений Карасев — директор по бренд-коммуникациям.
Friends Moscow (Креатив)
Александр Завацкий — креативный директор.
Александр Орехов — арт-директор.
Артур Малина — копирайтер.
Екатерина Пономаренко — аккаунт директор.
Петр Фомичев — глава digital-отдела.
Екатерина Ковалева — продюсер.
Bakehouse (Продакшн)
Аля Луговая, Константин Коробкин — исполнительные продюсеры.
Представители команды проекта рассказали, что времени на разработку сайта оказалось очень мало. У разработчиков было только пять недель, хотя по оценкам команды требовалось семь или восемь.
Если бы это было мобильное приложение, проблем бы не возникло. Сконструировать надёжное веб-приложение гораздо сложнее.
Перед командой возникли проблемы, связанные не только с датчиками, но и с получением доступа к ним, а также вопросы производительности браузеров. Всё это требовало проверки.\n\n
","subline1":"— команда проекта RunToScroll"}},{"type":"header","cover":false,"hidden":false,"anchor":"","data":{"style":"h2","text":"Процесс разработки"}},{"type":"text","cover":false,"hidden":false,"anchor":"","data":{"text":"
Создание прототипа заняло две недели. Разработчики разделили задачи на четыре блока: плавность анимации при прокрутке, изменение скорости прокрутки в зависимости от скорости бега пользователя, обработка ошибок без «падения» сайта (ошибки GPS, связи, ошибка сервера 500), проверка и подбор алгоритма, который подсчитывает пройденное расстояние.
Ещё при подготовке стало понятно, что возникнет проблема «шумности» датчиков. Во всех телефонах используются очень дешевые детали, которые выдают данные с большими погрешностями. «Сырые» цифры с них брать невозможно.
Если использовать для измерения акселерометр без дополнительных алгоритмов и положить телефон на стол — виртуальный беговой трек на сайте начнет прокручиваться. Это происходит потому, что датчик выдает некорректные данные.
Корректные данные мы получили только с помощью педометра.
","subline1":"— команда проекта RunToScroll"}},{"type":"text","cover":false,"hidden":false,"anchor":"","data":{"text":"
В первоначальном варианте разработчики использовали «сырые» данные от педометра (аппарата, который отсчитывает число сделанных шагов). После стали собирать данные с двух датчиков (акселерометра и GPS) и педометра, которые затем проходили обработку алгоритмом фильтрации (фильтром Калмана). С его помощью разработчики хотели достичь большей точности и избавиться от шума.
Согласно словам представителей команды проекта, на настройку фильтра ушло в два раза больше запланированного времени. Лишь к концу четвертой недели команда убедилась, что всё работает правильно.\n\n
Телефон пользователя отправлял «сырые» данные датчиков на сервер, который их обрабатывал, рассчитывал скорость бега и пройденное расстояние. На основе расчетов сервер решал, какой элемент показать пользователю следующим: промоблок, блок с возможностью забрать кроссовки или обычный пустой участок бегового трека.
Если человек добегал до кроссовок, он мог указать свой номер телефона во всплывающей форме и получить промокод. Разработчики сделали так, чтобы нельзя было получить несколько промокодов на один номер.
Представители команды проекта рассказали, что уже на второй день хакеры создали ботов, которые отправляли сайту искусственно созданные данные. Эти данные сайт принимал за реальные пробежки пользователей и резервировал бесплатные кроссовки в базе. Боты работали через \n\nAPI\n\n сайта.
Пока хакеры не поняли, как манипулировать отправкой SMS-сообщений, они не могли получить кроссовки. Разработчики вычисляли ботов по неестественным данным датчиков о пробежке и отменяли резервацию кроссовок вручную.
Разработчики несколько изменили программу и задержали хакеров на сутки. Но подобные ходы требуют несколько часов работы, а хакерам несложно произвести реверс-инжиниринг изменений. Они адаптируются быстрее, чем мы успеваем ставить им палки в колеса.
Хакеры в любом случае добрались бы до API отправки SMS — это было лишь вопросом времени. Поэтому мы забирали кроссовки из-под ботов в ручном режиме.
Этот риск был заложен еще на этапе проектирования, но для нас все равно стало удивительным, что хакеры подтянулись так быстро.
","subline1":"— команда проекта RunToScroll"}},{"type":"header","cover":false,"hidden":false,"anchor":"","data":{"style":"h2","text":"Результаты кампании"}},{"type":"text","cover":false,"hidden":false,"anchor":"","data":{"text":"
За две недели по сайту «пробежалось» 106 тысяч уникальных пользователей со всей России. Общее пройденное расстояние составило 30 млн метров. \n\n
Согласно словам представителей команды проекта, рекламная кампания показала результаты выше ожидаемых. Несмотря на технические трудности, команда перевыполнила запланированные KPI: охват, количество уникальных пользователей, bounce rate, время на сайте и продажи — каждый показатель в среднем на 25%.
Среднее время посещения сайта — три минуты тридцать пять секунд.
\n\nПри этом стоит учесть, что пользователям требовалось совершить огромное количество действий: включить GPS, дать разрешение на передачу данных, и самое сложное — начать бежать. Так что эти результаты можно считать несомненным успехом.\n\n
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Петр Гыскэ — старший директор по маркетингу, категория «Бег».
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