The TVC made the audience ask, "How is it intelligent?", encouraging them to seek the answer through the interactive site - which featured a 360-degree rotating shoe and explained the intelligence behind the built-in microprocessor. They are then prompted to send a text to receive the intelligent mobile video/game.

Within London, all addidas_1 shoe stock sold on the day of launch. 17% of the TV buying audience interacted by pressing red to view the interactive film, and from here the number of people who downloaded the film and game exceeded all expectations, turning thousands of consumers into a virtual marketing force