Our Work
New Balance RUN-Dezvous
Background
In 2008, athletic shoe giant New Balance tasked Buddy Media with the development of a full-scale social media application to promote the release of a new running sneaker, the New Balance Zip. Buddy Media promised an engaging app-vertisement designed to deliver social brand advocates who evangelize the brand through frequent activity on the Facebook New Balance RUN-Dezvous application.
Objectives
- Promote the release of the New Balance Zip running show with an engaging Facebook social app-vertisement
- Deliver a loyal audience of social brand advocates by driving unique visitors to the New Balance RUN-Dezvous application
Solution
Buddy Media created a social media application for the Facebook social network that matched the eye-catching aesthetics and urban sensibilities of the New Balance Zip sneaker. New Balance RUN-Dezvous was a casual social game that challenges users to make their way through a perilous cityscape swarming with obstacles and obstructions. The application highlighted the technologically inspired design of the sneakers and the love/hate relationship that athletes have with running.
The application drove brand loyalty by encouraging users to spread the utility virally through a variety of means, including challenges, invites, and notification reminders. In addition to the development of the app-vertisement, Buddy Media spread the brand’s message across the social graph through a highly targeted Facebook marketing campaign that pinpointed users within New Balance’s desired audience demographic. Buddy Media overdelivered on New Balance’s engagement goal and the application continues its consistent accumulation of loyal users every day.
