A WORLD FIRST ACTIVATION TO REACH AN INTERNATIONAL RUNNING AUDIENCE
ASICS wanted a headline-grabbing campaign to launch the brand’s new FlyteFoam running technology and appeal to a younger, global audience. We invited athletes, fitness influencers, celebrities and sport enthusiasts to capture unique content, 50-metres above the River Thames. All guests were given the opportunity to trial the product first-hand as they took part in the world’s first running challenge across London Bridge’s iconic glass tunnel. The activation was broadcast via Facebook Live to fans around the world, whilst touchpoints throughout the activation encouraged guests to create their own content and share individual experiences with their online communities.
ASICS reached an international running audience of 18-34 year olds, reporting over 60,000 social engagements and gaining an 18% uplift in followers on Facebook and Twitter, post the event.