ASICS' 'Next Epic Challenge' Presents a Hidden Challenge
Laura McQuarrie — August 17, 2013 — Marketing
References: creativecriminals
ASICS set up the 'Next Epic Challenge,' a stunt which motivated people to keep fit. A huge Trojan Horse was wheeled into a park, causing confusion and lots of strange stares. When someone ventured close enough to the out-of-place object, people soon found out that there was a personal trainer inside.
The trainer would then ask people to complete a series of challenges like doing a set of push ups, lifting themselves up on Olympic rings and doing pull ups. After successfully competing enough reps, the horse would release a prize.
The Next Epic Challenge was a great way for this shoe and sportswear manufacturer to promote its products, attract potential customers and give people a good workout in the process.
The trainer would then ask people to complete a series of challenges like doing a set of push ups, lifting themselves up on Olympic rings and doing pull ups. After successfully competing enough reps, the horse would release a prize.
The Next Epic Challenge was a great way for this shoe and sportswear manufacturer to promote its products, attract potential customers and give people a good workout in the process.
Trend Themes
1. Interactive Fitness - Companies can create engaging fitness experiences like ASICS' Next Epic Challenge, which combines interactive installations, physical challenges, and rewards.
2. Experiential Marketing - Event-driven experiences like the Next Epic Challenge can be used as powerful marketing tools that draw people in and help them connect with a brand in a unique way.
3. Gamification - Gamification techniques like offering rewards can motivate people to complete fitness challenges and can be used to drive engagement and improve brand loyalty.
Industry Implications
1. Sportswear - Companies in the sportswear industry can create innovative marketing campaigns like ASICS' Next Epic Challenge to showcase their products and promote an active lifestyle.
2. Fitness Centers - Fitness centers and personal trainers can leverage interactive installations like a Trojan Horse to create immersive fitness experiences that keep people engaged and motivated.
3. Event Planning - Companies in event planning can partner with fitness brands to create unique and engaging experiential activations, like the Next Epic Challenge, that attract audiences and create memorable brand experiences.
1.9
Score
Popularity
Activity
Freshness
