FashionAR-Enabled Basketball Shoe Campaigns : Lemelo Ball

AR-Enabled Basketball Shoe Campaigns : Lemelo Ball

Puma has partnered with Havas Media and Talon America to launch a new digital OOH campaign for the NBA’s Rookie of the Year, LaMelo Ball’s first signature basketball sneaker, the MB.01.

The new campaign consists of a series of bus shelter billboards located through New York City, as well as laser projections in Charlotte, North Carolina, executed by National Experiential. The digital bus shelter billboards will feature a scannable augmented reality activation that focuses on the idea that Ball is “not from here” (i.e., New York). Once activated, the creative will lead users on an “interstellar experience.” In addition, the ads will allow those who pass by to snap pictures and create content for social sharing.

“This interactive campaign creates a memorable moment that drives the type of consumer emotion and behavioral response that PUMA is seeking,” explained Enza Chiodi, senior vice president, client strategy, Talon America.

Image Credit: Puma



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