Customize

The Adidas did a secret concert with the English duo Ting Tings. In the occasion the brand gave white clothes for the invited and the party was in a white space as well.
They also provided pens and paints for them to paint everything they want. Can you see any link with customization? I do!

The main question is, can we measure the target impact of this action per dollar invested and compare with a mass marketing communication results (TV, newspaper)? This is a remarkable action, and I'll spread this idea!