Lidl, the German food discounter, has launched its first sneaker model, limited to 400 pairs. The sneaker – designed in blue, yellow and red, the corporate colors of Lidl – was not available for purchase at Lidl's stores. Instead, Lidl launched a marketing stunt to boost awareness of the sneaker. In order to get a pair, customers had to post a photo of themselves wearing the virtual sneaker on Instagram under the hashtag #LidlSneaker by Oct. 12. To take a photo with the virtual sneaker, they had to visit one of Lidl's stores, which placed floor stickers with footprints next to the refrigerated counter. Customers could take a photo with the sneaker through the Lidl app. Winners received not only a pair of the sneakers but also a shopping voucher worth €100.

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