We are all athletes in our own right. May it be to fight your way to the bar during the last call or end of happy hour, running to catch your ride, or getting a conquest’s number… we are all after hours athletes according to PUMA. And to celebrate the inner sporting god within us an aptly (global) campaign called PUMA Social has hit various cities around the world.
The whole campaign rests on a 360 approach using print, outdoor (point of sale, windows, flyers), on the ground (events / experiences) and digital executions. We love digital and in this case it equated to bloggers and online journalists being included in the fold of awesomeness and using social media to engage with enthusiasts (pre and post event). The fact that they had executions in Johannesburg also marks an interesting move for PUMA, who usually focus most of their attention to their Cape Town following. (Kudos)
Sadly, can’t find any other information on the campaign and their uses of the various platforms in innovative and unique ways (and I pride myself in being the Queen of Google) – so more snooping will need to be done, or hope that a case study will be found.
But for now all we can leave you with is a bit of a breakdown of the event. The short version: It was awesome. The longer version: Don’t know if the link between PUMA product / experience and the party came across clearly enough for the attendees, but it definitely was a party that the whose who in the sneaker-lifestyle-world (I’m street like that) attended. Sadly didn’t get to have a digital experience during the event – but the rest of the party folk didn’t seem to even notice.
If anything, glad to see that PUMA has entered the Johannesburg scene and hope that they won’t stop or ignore the Jozi kids after this. The PUMA experience did have its desired affect and I for one am proud to be an after hours athlete.