In a city that’s known for its active lifestyle, we created an experience to mobilize New Yorkers and pay homage to the history of New Balance and running at a new store opening. We broke free from the traditional path-to-purchase funnel by creating one story that seamlessly integrated social and paid media, experiential, digital, promotional, brand and shopper marketing to connect with the target in a way that displays energy and excitement for the brand by creating an interactive mobile game – Urban Dash. The game pitted New Yorkers against one another in a real-time relay race to collect virtual batons. The caveat was that once people grabbed the batons, they had to physically run to the store to redeem them. Daily rewards were given for each baton, returned and whoever collected the most batons received the ultimate prize, a real gold baton worth $20,000! To ensure a broad level of awareness around the opening, media was placed in OOH, print, radio & digital.
Over 1,000 people downloaded the iPhone application. The Urban Dash video received 6MM blogger hits the first day it was launched. Each player averaged 22 miles and over 2 hours of game play. 300 people lined up to enter the store on opening day. Exceeded store launch traffic with over 12K+ visitors per month since Grand Opening. Over 74 MM media impressions & over 55K face-to-face interactions with our street team.