Gail Chiasson, North American Editor
Global sports brand PUMA, headquartered in Herzogenaurach, Germany, in partnership with Blue 449, London, and ZenithOptimedia, has teamed up with Blue Bite LLC, New York, and Salzburg, Austria-based mobile agency Loop, to create a one-of-a-kind campaign to promote PUMA’s latest sneaker, the Ignite XT and its brand ambassador partnerships with Usain Bolt and Rihanna.
Deployed in collaboration with JCDecaux in Chicago, custom-built experiential transit shelters, meant to evoke PUMA’s ‘Forever Faster’ training campaign, feature integration of Near Field Communication and dual-beacon technology – JCDecaux’s iconic street furniture has been outfitted with Blue Bite’s mTAG (NFC/QR) and esca (dual-mode beacon) technologies, Ed .
Users have the ability to tap or scan the mTAGs installed on the display to launch a mobile experience which features either Rihanna or Usain Bolt and promoting the Ignite XT training shoe. Additionally, for users with the popular PUMATRAC app installed on their mobile devices, the mobile experience can be triggered through a notification when they are within proximity of the shelters.
This is likely the first such campaign in the US using the esca beacon and the power of both iBeacon and Eddystone protocols and the first campaign executed in out-of-home that utilizes dual beacon technology in conjunction with NFC.
Compatibility exists through the PUMATRAC mobile app as well as via Chrome for iOS and other iOS Android apps.
In addition to highlighting PUMA’s brand ambassadors, the mobile experience allows users to discover the featured Ignite XT sneaker with the ability to purchase it right from their mobile devices.
For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. The company offers performance and sport-inspired lifestyle products in categories such as football, running, training and fitness, golf, and motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Dobotex and Brandon, and distributes its products in more than 120 countries. employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach, Germany.
Blue Bite is a major mobile-marketing solutions provider using a targeted, location-based approach to reach captive audiences on their mobile devices by leveraging NFC, BLE, QR, WiFi, SMS, geofencing and other technologies. Blue Bite has partnered with many of the leading Out-of-Home and retail companies in the world to create interactive two-way engagements by enabling consumers to connect with digital and traditional media, retail stores and merchandise via their mobile phones.
Blue 449 is a relatively new global media network within the ZenithOptimedia Group. It is organized in four regional hubs, (EMEA, North America, Asia-Pacific, LATAM) and is expected to operate in 17 city hubs around the world by the end of 2015. Driven by an ‘Open Source’ approach, Blue 449 will take charge of its customers’ business objectives and enable them to access the extensive range of services within the ZenithOptimedia Group and the Publicis Groupe, making use of external partners to the group, selected for their best results and the best possible value for its customers.
Follow DailyDOOH