New Balance wanted to promote its Fresh Foam line of sneakers – which offer cushioned support for runners – to 13–24-year-olds in the United States, China, and Japan.
To help achieve that goal, it leveraged an in-app advertising unit that also doubled as a mobile game called “Cloud Jumper”. The challenge for players: help “Newbie”, an animated rabbit, hop from cloud to cloud using New Balance-branded trampolines and running shoes. When players failed to land a leap, they could opt to play again or visit the brand’s m-commerce store.
Michaela Nee, New Balance associate/integrated marketing of global brand programs, told delegates at the Interactive Advertising Bureau’s (IAB) 2019 NexGen Marketing Conference that its target audience “is fairly averse to traditional marketing tactics.”