Driving Awareness for Brooks Running with Experiential AR | Subvrsive

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Agency: ASK | Brand: Brooks Running

Driving Brand Awareness for Brooks Running with Experiential AR

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.

The Idea:

Help Brooks Running build awareness around their DNA AMP and DNA LOFT shoe technologies at live events and in retail environments.

The Work:

We created a custom AR experience featuring interactive “magic walls” engineered to spark interest in Brooks Running technologies.

The Result:

An ultra engaging AR activation that debuted at the Pittsburgh Marathon along with portable “guru kits” to replicate the experience at specialty running stores throughout 2019.

The Idea:

Help Brooks Running build awareness around their DNA AMP and DNA LOFT shoe technologies at live events and in retail environments.

The Work:

We created a custom AR experience featuring interactive “magic walls” engineered to spark interest in Brooks Running technologies.

The Result:

An ultra engaging AR activation that debuted at the Pittsburgh Marathon along with portable “guru kits” to replicate the experience at specialty running stores throughout 2019.

Bringing AR Magic to the Race

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.

“It’s always important with new technologies to work with experts. That’s why we partnered with Subvrsive to help guide us through what it would take to bring an idea like this to life.”

– Barbi Barclay, Group Account Director, ASK

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.

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.

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 4’ x 8’ 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.

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.

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.

TL;DR


Pre-Production
Final Delivery

Work alongside ASK to create user journey and development plan for the Brooks Running booth experience.

Bring together art and engineering teams to design “magic walls” and individual hotspot animations.

Develop custom augmented reality application to bring the “magic walls” experience to life.

Review final experience with ASK and deliver all show assets, providing Subvrsive staff for on-site support at the event.

Repeat entire process to create AR guru kits for bringng the AR experience to retail stores throughout 2019.

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Get in Touch.

Need a free quote? Drop us a line.