In 2016, Saucony, the American running shoe brand, continues its partnership with WAX Interactive, and on 29 February, launched a competitive game to make athletes aware of its new EVERUN technology and its two new pairs of running shoes. This initiative devised by the WAX Interactive teams is simultaneously taking place in France, the United Kingdom and the Netherlands.
Saucony & WAX Interactive : A long-term partnership
In January 2016, Saucony, the 'Made in USA' running shoe brand, launched a new cushioning technology called Everun, which is integrated into two new pairs of shoes - Guide 9 and Triumph Iso 2 - which combine flexibility and propulsion for improved bounce.
As the American brand wanted to continue to develop its reputation and pursue its move into French and European markets, it has renewed its confidence in WAX Interactive to help it develop a new "social gaming experience".
Lauren Garbay, marketing manager, Saucony France, says: "The initiatives which WAX Interactive came up with make it possible to maximise our investments. They are quick acquisition methods which, combined with a fun and educational concept, enable us to make an impression and make Saucony's target customers aware of the brand."
One objective for Saucony : to engage its community and give it a fun digital experience
To address Saucony's issue, the WAX Interactive teams put together a comprehensive digital communication package whose focal point is a competitive game. It was by adopting the actual principle of Everun technology itself (i.e. the bounce) along with the "Doodle Jump" game that the WAX Interactive experts came up with a concept for this digital competition. A simple principle, which is accessible to everyone:
- To score the maximum number of points by making a laboratory assistant jump as high as possible, from bubble to bubble, and then challenging your friends by sharing your score on social networks.
- To be won: 20 pairs of shoes featuring the new technology.
To reach all of the target customers - regular runners, weekend runners, but also occasional runners - a promotional and commitment campaign accompanies the launch of the game, which is available for desktop or mobile phone.
To encourage Internet users to take part and build on social dynamics, a media buying campaign on specialised websites, as well as a Facebook & Instagram sponsored post will be rolled out.The operation, which began on 22 February, will end in France on 22 March and 29 March in the United Kingdom and the Netherlands.
Lauren Garbay adds: "The project went very well with the WAX Interactive teams, who are very responsive and well-informed, and also completely in tune with our issues."