Driving awareness for Brooks Running with experiential AR

Brand: Brooks Running
Agency: ASK

Background

An experiential
AR activation

Committed to making the best running gear in the world, Brooks Running developed DNA AMP and DNA LOFT; two shoe technologies designed to help runners get the most out of their ride. Wanting to drive awareness around the new tech, creative agency ASK reached out to our team at Subvrsive. The vision was to create hype for the two technologies with an AR activation to be showcased at live events and in retail stores throughout 2019. The first stop? The 2019 Pittsburgh Marathon.

Production

AR magic

As the official apparel and footwear sponsor of the Pittsburgh Marathon, Brooks Running secured a spacious booth at the pre-race Health and Wellness Expo. The booth was decked out with colorful signage and an enormous balloon display, and we brought it all to life by transforming the walls into a “living backdrop” peppered with AR hotspots. Users passing through were invited to pick up an iPad and explore the walls through the lens of the tablet. As they scanned the walls, the hotspots sprung to life with fun animations illustrating the benefits of DNA AMP and DNA LOFT.

Feature

Meaningful brand
interaction

It was important that the Brooks Running AR activations not only entice people to engage with the experience but that they showcase the benefits of the brand’s cutting-edge technologies. So, we purpose-built each animation to do just that. A man running on plush feather pillows illustrated the soft, cushioned feel of DNA LOFT shoes, and a group of runners bouncing along on spring-loaded sneakers illustrated the energized feel of the DNA AMP line.

Feature

Taking it to retail

In addition to the Pittsburgh Marathon experience, we also created AR “guru kits” that will allow Brooks Running to bring the AR experience into specialty running stores across America. Consisting of a pull-up banner and an iPad equipped with a custom app, the portable kits will allow Brooks gurus to engage in-store shoppers at the point-of-sale with the Brooks Running technology story.

Opportunity

Banners that talk

By taking old-fashioned banners, posters, and displays and turning them into fun and engaging AR activations, brands can enable customer experiences that enhance product discovery, deepen brand engagement, and delight the shopper, creating an impression that lasts.