Home  › Media › Mobile
pumafeatured

Puma Goes Mobile to Create Urban Playgrounds in Asia

  |  November 23, 2012   |  Comments   |  

Puma incorporated QR codes and gamification to attract trendsters in-store.

Puma has created what is said to be its first regional QR code campaign in an attempt to woo trendy youngsters to discover fun activities around their cities through their smartphones and drive traffic to its stores.

The mobile campaign is based around the concept of an interactive city guide where participants have to scan a Puma branded QR code from a map also known as the "Puma Social official play guide" using their mobile phones.

Users will be directed to a landing page where they will be challenged to answer eight questions about the hot spots in the city such as places to play, eat, and have fun in the urban districts.

If participants answer all questions correctly at one go, they get a chance to win a prize or offers in Puma stores. The winners will be rewarded with coupons, which they would need to download to their phones and bring in-store for redemption.

The Puma play guide first rolled out in Malaysia and was supported with print maps distributed in Puma stores, magazine inserts, and in a play bus.

The Hong Kong and Singapore teams activated the campaign a week ago, with Taiwan the fourth and final market for the region.

The teams also leveraged its local Facebook fan pages to raise awareness of the QR code campaign. For example, Puma Singapore reached out to its close to 69,000 fans and uploaded pictures of participants in prime shopping districts such as Ngee Ann City, Ion Orchard, and Vivocity.

In June, Puma rolled out a Facebook app leveraging users' social graphs that categorized them as the Captain, Kung Fu dance, Food Snapper, and Dynamic Duo to fit its social playmates theme as part of its Spring/Summer campaign.

For this Fall/Winter campaign, the play process for the Facebook app has been streamlined to enhance the product association with app content and sharing components. For example, giving the  Facebook user the option to ask her friends if the suggested Puma outfits suit her or not on her Facebook profile wall.

To track success, Puma will look at the number of games played, coupon downloads, and traffic to the stores as well as sales volume, said Catherine Hoh, senior digital marketing manager at Puma, Asia Pacific.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Customer Service Representative
      Customer Service Representative (Common Sense Publishing) - Delray BeachDo you thrive on chaos? Love to multi-task? Enjoy a fast paced work environment...
    • Business Intelligence and Reporting Analyst
      Business Intelligence and Reporting Analyst (Stansberry and Associates) - BaltimoreStansberry and Associates is seeking a driven individual to fill...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...