ASICS wanted a headline-grabbing idea to launch the brand’s new FlyteFoam technology across Europe and support the global roll-out of the brand’s ‘Don’t Run Fly’ ATL campaign. The campaign would need to generate product awareness amongst ASICS’ core audience of runners, as well as engage a younger generation of fitness enthusiasts to grow the brand’s global social following and CRM database.
FlyteFoam technology is ASICS’ most advanced cushioning technology, giving runners the unique feeling of ‘fast’. We brought this product-truth to life alongside the brand’s global message of ‘Don’t Run, Fly’; tapping into the audiences’ desire to feel closer to the action and creating an elevated experience for runners of all levels to trial the product, whilst individually contributing to the narrative of the event.
Athletes, fitness influencers, brand ambassadors and celebrities from across Europe and South Africa were invited to trial the new FlyteFoam technology as they competed in a live, 60m sprint across the London Bridge glass tunnels, 50 metres above the River Thames.
Immersed in a multi-sensory experience throughout the two 61m tunnels, runners felt the thrill of flying as they sprinted to the finish line with 60mph winds, synchronized lighting and panoramic views of the city. Shared by all invitees, we also invited global running communities to be part of the experience and join in with interactive Q&As as the whole experience was livestreamed via Facebook Live.
On arrival, guests received a branded Flyte ticket with a time slot and seat number. They then made their way through the first tunnel, passing multiple branded photo opportunities, product demonstrations and social sharing opportunities with exhilarating backdrops.
Event compere, Vogue Williams, hosted a series of Facebook Live interviews between athletes, celebrities and ASICS product specialists with interactive Q&As from social viewers as runners waited to be called to the preparation room with warm up coach and live DJ. Here they received their own pair of ASICS FlyteFoam footwear and then it was time for the race.
Individual challengers entered the branded Flyte Tunnel with sequenced lighting, wind cannons and digital time displays as they sprinted off to the finish line, receiving a GIF of their flying moments as a takeaway.
Olympic gold medallist and two-time Ironman World Champion, Jan Frodeno and Paralympic Medallist Libby Clegg joined celebrities and running influencers to create their own memories of the event and shared this across their own social channels.
Highlights from the event were captured by a Facebook Live production team and hosted on the ASICS UK Facebook page. Q&A edits with celebrities and ambassadors were edited and shared across owned social channels and media, providing advice and support in the lead up to various UK marathons and driving further traffic to ASICS online post the event.
Facebook Live attracted 88,901 views in the first 24 hours, totalling over 90,700 livestream views and generating a reach of over 2.4 million. The Facebook Live audience was predominately between the ages of 18-34 years old in the UK and other key European markets and #FlyteFoam received over 1,540 mentions across Twitter, with a total of 56,458 social engagements, pre, during and post the event. Most importantly, ASICS reported an 18% uplift in social following after the event.