To celebrate Saucony’s SS22 launch of the new Ride 15, its best-selling performance running shoe, we were asked to create an experiential activation to drive product trial across key UK locations.
The activation idea also needed to work to be replicated across multiple EMEA territories.
What we did.
We created a pop-up run station, kitted out with Zwift powered treadmills and full bleed campaign graphics, placed along three of the best run route locations in Manchester, London and Bristol.
In the lead up to the activation we promoted the tour via a four week Instagram campaign. This was linked to a bespoke landing page on Saucony.com where people could book their slot on the Zwift powered treadmills in advance.
Once live, the run station was hosted by Saucony’s expert tech reps and athletes; Roxy Lawrence from SportsShoes.com and Alfie from Trackstaa. Who all demonstrated running techniques, helped people find their perfect fit and educated them on the benefits of the Ride 15.
Attendees were also surprised with spot prizes, including branded T-shirts, totes bags and over 70 lucky winner walked away with a brand new pair of Ride 15.
All of the live content was captured across Instagram Stories and we created a suite of organic ad posts for the @Sauconyuk Instagram page.
In addition, we prepared a full production toolkit that was shared with EMEA to replicate locally, produced social media assets, plus sourced and secured production partners for France and Germany.
Gareth Lloyd, Saucony Marketing Manager, UK & Ireland