Adidas is mixing light projection and social media in an out-of-home campaign via Mullen to promote its adizero line of footwear. Projections have taken place in both New York and Boston; the New York event (shown here) took place on June 9 near Madison Square Garden prior to an Argentina versus Brazil soccer match played in New Jersey.

The projection, on the side of a building, featured the Argentinian soccer star Messi and adidas Facebook fans, who were invited to log into an Adidas soccer Facebook app to answer the question 'What does light get you?' Each Facebook fan who submitted a response was rewarded by having their name appear instantly in a sharable image and video, and by having their name projected on the outdoor screen.

An earlier projection occurred on June 1 in Boston during the NBA Eastern Conference Finals game between the Boston Celtics and the Miami Heat. Future projections will center around other major sports events over the summer.