Puma has partnered with Havas Media and Talon America to launch a new digital OOH campaign for the NBA's Rookie of the Year, LaMelo Ball’s first signature basketball sneaker, the MB.01.
The new campaign consists of a series of bus shelter billboards located through New York City, as well as laser projections in Charlotte, North Carolina, executed by National Experiential. The digital bus shelter billboards will feature a scannable augmented reality activation that focuses on the idea that Ball is "not from here" (i.e., New York). Once activated, the creative will lead users on an "interstellar experience." In addition, the ads will allow those who pass by to snap pictures and create content for social sharing.
"This interactive campaign creates a memorable moment that drives the type of consumer emotion and behavioral response that PUMA is seeking," explained Enza Chiodi, senior vice president, client strategy, Talon America.
AR-Enabled Basketball Shoe Campaigns
Puma Launches Interactive OOH Ads for LaMelo Ball’s MB.01.
Trend Themes
1. Ar-enabled Advertising - The use of AR in advertising can increase consumer engagement and provide memorable experiences.
2. Interactive Outdoor Advertising - Interactive outdoor advertising campaigns can create memorable moments and drive consumer emotions.
3. Scannable Augmented Reality Activations - Scannable AR activations can drive user engagement and create a seamless consumer experience.
Industry Implications
1. Sportswear - Sportswear companies can innovate their marketing campaigns by using AR and interactive outdoor advertising.
2. Advertising - Advertising agencies and companies can integrate AR and interactive features to create memorable campaigns and increase consumer engagement.
3. Experiential Marketing - Experiential marketing agencies can use scannable AR activations to create seamless and engaging consumer experiences in their campaigns.