A new social spot promotes BBH Singapore’s new fitness and audio entertainment platform called ‘Running Stories’: a blend of fitness tracker and storytelling designed for runners.
The app based initiative casts each individual user/runner as the star in the story and uses real-time data to create an augmented audio narrative which integrates the user’s current surroundings and keeps them ‘enter-trained’ on runs through these ‘thrilling’ storylines triggered as runners pass GPS markers and landmarks.
The initiative is designed for both beginners or experienced runners and each story is built through episodic storylines designed to hook runners in and motivate them to head out on runs to find out what happens next.
Current titles range from ‘The Extraction’ (an espionage-based adventure), ‘The Runner Without A Past’ (a psychological thriller) and ‘Runner’s Body’ (an internal body audio sitcom).
The agency, which is currently inviting brands and people to trial the tool and is promoting the project through an integrated campaign spearheaded by a social spot which offers a dramatic storytelling approach to demonstrating the app and which also features beta tester testimonials.
The Running Stories app can be downloaded from the app store.
https://apps.apple.com/sg/app/running-stories-workouts/id1528268691
The beta initiative was designed to work on selected routes through Singapore. The agency plans to roll it out in other cities around the world and make the app available as an open source platform so that writers/marketers can devise their own stories. Plus there are plans to incorporate additional live data linked to weather conditions and heart rate to enrich the experience and add tailored fitness challenges.
Joakim Borgstrom, Creative Lead, Running Stories & Global CCO at BBH said: “Augmented audio reality is what makes Running Stories so exciting. It gets you to explore new routes by using real-time data that turns your run into a story. It’s like Hollywood, Silicon Valley and your personal coach had a baby. We are currently looking for partners to take the app to the next level. What’s great is that the possibilities are endless.”
Borgstrom added: “Finding the motivation to run can be a challenge. But our intention is to make it a bingeing experience. We can’t wait to see what co-collaborators will come up with once we open the platform up.”
Links:
BBH Singapore
https://singapore.bartleboglehegarty.com/
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