'The Big Chase' from ASICS is an experiential campaign that unfolded in Los Angeles, California, taking a group of 60 runners back in time by having them "run through" a film noir story.
Runners were set up with a tracking system that precisely coordinated the group's move over the course of a 5K run across the city, which included special destinations for theatrical interactions on their journey to collect clues and solve a detective's case. Over the course of the experiential athletic run, the group followed a femme fatale dressed in red on an adventure filled with intrigue, suspense, action and mystery.
This immersive experience from ASICS combines the popularity of a branded group run with the spectacularity of a theatrical show for an unforgettable athletic workout.
Theatrical Running Experiences
'The Big Chase' by ASICS Led Runners Through a Film Noir Story
Trend Themes
1. Experiential Campaigns - The integration of storytelling and interactive elements in branded experiences presents disruptive innovation opportunities for brands to engage consumers in unique and memorable ways.
2. Themed Athletic Workouts - The combination of fitness activities with immersive themes and narratives opens up disruptive innovation opportunities for gyms and fitness studios to attract and retain customers through novel and engaging workout experiences.
3. Interactive Tracking Systems - The use of advanced tracking technologies and real-time coordination in athletic events offers disruptive innovation opportunities for sports and fitness companies to create interactive and personalized experiences for participants.
Industry Implications
1. Branding and Advertising - The rise of experiential campaigns presents new opportunities for branding and advertising agencies to create immersive and interactive marketing experiences for their clients.
2. Fitness and Wellness - The integration of themes and narratives into athletic workouts provides disruptive innovation opportunities for fitness and wellness companies to differentiate their offerings and attract a wider customer base.
3. Sports Technology - The development and implementation of interactive tracking systems in athletic events open up disruptive innovation opportunities for sports technology companies to enhance the participant experience and provide valuable data insights.