New Balance sought to launch the Fresh Foam Zante in a different and disruptive way. Society was tasked with building a solid social community, getting Fresh Foam Zante noticed, and driving traffic into key retail partners on the release of the product on 18December 2014.
How did we do it?
Society started the conversation using #RooftopRun and #FreshFoamZante – two hashtags deployed in an authentic way. These became the golden thread throughout the entire campaign. In order to turn running on its head, we created a unique experience. We invited influencers to an exclusive run on top of the tallest building in Africa, the Carlton Centre. We later opened it up to the public, sending invitations to various consumers who shared an interest. Punk created a mobile website, accessible through Android NFC touch technology. Our goal was to give consumers more information on the Fresh Foam Zante at the point of decision, in store.