Slo Mo Superheroes
Asics
Immersive Slow Motion video experience and AR for the ASICS Fan Hub at their Brighton Marathon and London 10K events.
Brief
For the launch of their Gel Nimbus 25 shoe at the Brighton Marathon and London 10k events, ASICS wanted an sports brand activation as part of their Fan Hub installations. They wanted the content capture process to be a part of their competition incentive for guests to win a pair of the new shoes, as well as a way to celebrate the runners taking part.
Idea
Working with the Fan Hub layout that ASICS had in place for both events, we designed a video and photo experience that utilised their "Comfort Zone" foam pit. By setting up a series of studio lights and camera technology we created a site specific installation where guests were invited to leap into the foam pit with abandon as we captured their image in slow motion.
We developed an AR filter that was applied post capture to create final edited video content using both regular and slow motion, resulting in a short video narrative for each runner to share. The videos were framed with the ASICS brand and sports marketing event identity and logos, and instantly shareable via our hosts and sharing platforms, with guests entering their email details to receive the videos and automatically enter themselves into the competition.
Results
Both sports experiential marketing events were an unprecedented success, with ASICS running stating that the Brighton Marathon was their most successful activation to date. With an OTS of over 100,000 across Brighton and London, we had a record number of participants at both video activations. From opening to closing runners and their supporters we queuing outside of the Fan Hub tents at both events to have their video taken and enter the competition, with most visitors also sharing their content online immediately afterwards and tagging ASICS and ASICS running. ASICS were able to capture a high level of consumer data and runners left with a unique keepsake video to record their acheivement of the day.
OTS of over 100,000 across Brighton and London
