Run For Your Life

Case Study

Legendary sprinter Usain Bolt was coming to Australia for a series of Puma flagship store appearances. We were asked to find a way to capitalise on the big man’s visit for Xbox Kinect.

The Action
The Outcome

We coordinated a number of in-store experiences for 1000 fans at a time, entertaining them with big-screen sports games and allowing one lucky winner to enjoy an epic prize – the chance to run a virtual race against Usain himself, using Kinect for Xbox 360.

Fans entered a promotion and one lucky fan and in one case a cute 6 year old had the chance to show Usain how it was done.

Firstly, the crowd went wild, cheering, tweeting, cameras flashing as an adorable six-year-old pumped his legs against Bolt – who, for the record, managed to win the race. Coverage couldn’t have been better with all the action ending up as one of the “sports plays of the day” in more than 30 countries. With an estimated viewing audience of 3 million, Mr Bolt sure helped us spread the good word in a cost-effective way.