New Balance Urban Dash ARG
Posted on 12. Aug, 2011 by Jonathan Cherry in Branding
This idea of an urban race for an athletic apparel brand is not new – we’ve seen this type of execution through and through.
What New Balance have done however is package the concept of an alternate reality game in an easy to use app and promoted it with a video. Ironically it’s only available in the US – where nobody will be buying anything for decades to come. Which makes the exercise kinda pointless. All the same – at least they’re moving and not just eating McMuffins.
2 Responses to “New Balance Urban Dash ARG”
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jj
15. Aug, 2011
Uh, wow. Nice anti-american sentiment there Jonathan. Kinda needless. Glad you found time to fit it into your post. Cheers, mate.
Jon
16. Aug, 2011
Just the facts JJ – just the facts