For the spearhead live launch event for its new FlyteFoam Fast Series, ASICS hosted a unique 60m sprint contest across the glass bridges high above London at the top of the iconic Tower Bridge.
The sportswear brand transformed the bridge’s two panoramic high-level glass walkways into stylish sprint tracks to create an experience for a select group of influencer runners to tackle their very own speed records on this specially designed, branded flight path sprint that included wind machines, sequenced lights and sound effects created a speed experience.
To further echo the new range’s airborne name, a team of ASICS ‘Flight Attendants’ were on-site to prep the runners in the take-off zone ahead of their FlytePath experience.
The event was hosted by model and presenter Vogue Williams,
Can't wait to host this amazing event for @ASICSUK https://t.co/aPkl7XDHHe
— Vogue Williams (@VogueWilliams) March 2, 2017
and was initially teased socially across the brand’s own digital and social channels.
Did @janfrodeno make it to London?Tune in 8.30 PM tonight for DON’T RUN, FLY LIVE at Tower Bridge,London: https://t.co/dxBTk8MWEN #FlyteFoam pic.twitter.com/TCFtW4l5ZM
— ASICS UK (@ASICSUK) March 7, 2017
Make sure you join us live on Facebook at 8.30 PM for DON’T RUN, FLY LIVE at Tower Bridge, London: https://t.co/dxBTk8MWEN #FlyteFoam pic.twitter.com/heUAI9Ggpv
— ASICS UK (@ASICSUK) March 7, 2017
The event itself was streamed in real-time on Facebook Live – with further promotional amplification continued throughout the launch.
We're ready for take off! The stream will begin at 8:30 PM! Follow on Twitter and Instagram for updates! https://t.co/dxBTk8MWEN #FlyteFoam pic.twitter.com/zykMxmZ7Dz
— ASICS UK (@ASICSUK) March 7, 2017
The last of our guests are giving the #FlyteFoam Challenge their best to be top of the leader board! #Noosa pic.twitter.com/gpPJY17Zxx
— ASICS UK (@ASICSUK) March 7, 2017
Thank you to everyone who joined us on the live stream and at the event. Goodnight! #FlyteFoam #DONTRUNFLYLIVE pic.twitter.com/YtknK5UkXe
— ASICS UK (@ASICSUK) March 7, 2017
The special guest and athlete endorser was elite ASICS athlete and German Olympian Jan Frodeno: a gold medallist and two-time Ironman world champion.
The German triathlete, alongside American track and field athlete Candace Hill, fronts the FlyteFoam Fast Series global campaign – which includes a spearhead TV spot
‘The launch of FlyteFoam series on Tower Bridge was a unique way to help people fly,’ commented Frodeno at the Tower Bridge launch.
‘As an athlete I’m always looking to improve but everyone should be able to experience the feeling of going faster.’
‘We’re excited to offer the award-winning FlyteFoam technology to more runners across a new range of models,’ added ASICS Senior General Manager of Global Marketing Paul Miles.
‘At ASICS, we are committed to providing runners with the guidance and tools to maximize their potential in sport. So, in addition to our committed in-store foot experts, we are introducing Pace Academy, an exclusive in-app program that offers runners advice on how to improve their speed.’
The ASICS FlyteFoam Fast Series is a new collection of speed running shoes featuring FlyteFoam midsole material.
Activative Comment:
This was a launch with plenty of glamour and glitz and the campaign
There has been plenty of scepticism in recent month’s about the effectiveness of Facebook Live as a sponsorship activation and a sports/entertainment marketing platform in recent months, but this stream notched up a solid 65,000 views.
Indeed, with further impressive FL metrics being generated by initiatives as diverse as O2’s England Rugby Inside Line match day initiative (see case study) and the New England Patriots’ Super Bowl FL stream (which generated 3.5m views for a six-second on-field, post-game clip, there is growing evidence that Facebook Live is becoming an effective engagement tool.
Links:
ASICS
http://www.asics.com/gb/en-gb/
https://plus.google.com/u/0/+AsicsGlobal
https://www.youtube.com/channel/UCcmYRPv2dNVkSWgCp_5M7yA
