Puma India launched its new ‘Play On’ sneaker pack (Future Rider and Style Rider) with a digital campaign centred on Instagram that included augmented reality and retro games.
The campaign’s objective was to drive engagement and awareness about the new colourways of the Rider franchise.
The campaign, which was conceptualised and created by tech studio AliveNow, included a Puma Rider Instagram AR filter and a retro arcade swipe up game called Rider Ball.
The AR story filter was used Indian celebrities like Sara Ali Khan, Sahil Sharma AKA Zaeden, as well as a targeted group of Instagram influencers.
Comment:
This colourful, retro campaign sees Puma become one of the first sports shoe brands in India to use a branded Instagram AR filters to engage consumers and celebrities alike.
Puma India has built a strong track record for innovation with other notable recent campaigns such as ‘Propah Lady (see case study) and ‘Sock Them’ (see case study).
Links:
Puma India
https://www.youtube.com/user/puma
https://www.instagram.com/puma/
https://www.pinterest.com/puma/
AliveNow
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