Fans taking part in the ‘Find My Golden Shoes’ Facebook challenge will use daily clues posted on the brand’s Facebook page to find images of a customised Neo gold sneaker hidden on a different site each week. Each picture will have a code that players can submit to win a trip to meet Bieber on tour in Miami as well as other prizes.
Bieber will front the Neo brand’s seasonal campaigns under its ‘Live Your Style’ positioning. The tie up ends in 2014 and will see the singer feature in campaigns alongside other teen stars set to be announced in the coming months.
It marks the first global marketing push for Adidas’ sportswear label Neo, which launched last year to target 14 – 19 year-olds.
The Iris created digital campaign launches this week and will run until the end of next month.