Home  › Media › Mobile

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.

pro-rank-tracker-logoPro Rank Tracker is a cutting-edge ranking tracking tool for keeping you up-to-date with all the latest changes in the rankings of your websites and videos.


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!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...