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.”
What else does this article talk about?
- Marketing to youth
- In-game advertising
- United States
- Devices & apps
Interested in seeing what other marketing challenges WARC covers?
WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.
What do I get with WARC?
- 65,000+ articles covering the full spectrum of marketing communications.
- Including over 12,000 effectiveness case studies revealing the campaign strategies of the world's leading brands to help maximize ROI.
- Best practice guides that explain the how and why of marketing challenges to stay ahead of the ever-changing marketing landscape.
- Marketing intelligence, trend reports, brand profiles and event reports to give your brand clear competitive advantage.