A twitter competition was created with Stan Smith inviting fans to see themselves on the tongue label by tweeting a selfie with the hashtag #StanSmith.
Multiple teams of Art Workers and Community Managers across the globe then worked solidly for 5 days, turning people's submitted selfies into custom one-off Stan Smith tongue labels. Entrants' twitter handles were used as signatures. One lucky winner was chosen each day to receive a pair of personalised Stan Smiths featuring their own 'Endorsed By' tongue label.
The response to the campaign was overwhelming. 24000 tweets were processed over the 5 days, with 2000 bespoke tongues being tweeted back to fans. The Adidas Originals twitter account picked up 15,000 new followers. The images were seen across Facebook and other social networks as people replaced their profile picture with their custom tongue graphic.
