PUMA DEFY CITY
AGENC EXPERIENTIAL & DIGITAL CAMPAIGN PROPOSAL
photos taken from @weareagenc instagram
THE TASK:
PUMA CAME TO AGENC TO IDEATE AND CREATE A SNEAKER LAUNCH EXPERIENTIAL AND DIGITAL CAMPAIGN LIKE NO OTHER FOR THEIR NEWEST DEFY WOMEN'S TRAINING SHOE WITH ambassador, SELENA GOMEZ. AS THE associate marketing manager at agenc, I MANAGED THE PROPOSAL PROCESS FROM IDEATIon to presentation with the help and input of the agenc creative and production team.
THE IDEA & EXECUTION:
The idea of defy city originated from the concept of a night market that brings a community of people together in one place WHILE INCORPORATING THE DIFFERENT ASPECTS AND FUNCTIONS OF THE SHOE WITHIN THE EXPERIENCE.
THE DEFY CITY CAMPAIGN began with guerrilla MARKETING style defy city posters and an aUGMENTED REALITY app that unlocked the defy city app. The app gave people access to content hidden on the posters and utilized geotagging to allow consumers to enter the contest when close to one.
Within the launch experience, STOREFRONTS played off of different aspects of a city AND included: a gymnasium for dance classes, a pop up retail storefront to sell the defy shoe, a bodega with games and defy city scratchers, a post office, and a laundromat. EACH OF THESE STOREFRONTS WERE DESIGNED WITH HIDDEN ar triggers THAT GUESTS COULD UNLOCK USING THE SAME DEFY CITY APP.
RESULTS:
OVERALL, THE DEFY CITY CAMPAIGN AND immersive experience garnered:
over 200 million impressions
over 14,000 new followers on social media in 24 hours
4,000 app downloads.
mEdia coverage from People magazine, footwear news, daily mail uk, kick’s on fire and more.
photos taken from @weareagenc Instagram