Puma and Arsenal FC Water Projection Experiential Marketing Experience

Added: 28th July 2014

Puma have impressed us with an amazing experiential activity, presenting a water projection unveiling of their new kits above The River Thames and streaming it live around the world on Twitter.

Puma and Arsenal combined in a truly unique fashion with onlookers out in their masses to watch their favourite stars showing off their skills and three new kits seemingly on top of the River Thames.  The likes of Aaron Ramsey and Mesut Ozil were shown in the video alongside manager Arsene Wenger who was narrating throughout alongside impressive imagery of the new kit colours seemingly exploding on to the players.  All of this taking place above the famous river in the shadow of the London Eye, with a huge projected ticking clock in the background counting down to the launch.  The video was also shown in the window of the club’s Carnaby Street store, where players Santi Cazorla, Mikel Arteta and Mathieu Flamini posed as live mannequins modelling the designs.

The whole event was Puma’s biggest product launch so far and was part of an extensive multi-platform campaign promoting the new partnership with Arsenal, who were previously sponsored by Nike.  This was demonstrated in the weeks leading up to the launch, where a series of short teaser videos were periodically released, each showing footage of Arsenal players and fans sharing their memories of Arsenal and where the club is at the moment and where the club is heading in the future.  Each featuring snippets of conversation, quick cuts and a bass-heavy soundtrack, building a sense of suspense before revealing the launch date and Stronger Together hashtag.

With The World Cup being so successful and a lot of publicity and talk about sponsorship, advertising and marketing within football recently, Puma and Arsenal have really impressed with this campaign and have taken advantage of this flurry of attention with impressive marketing techniques.  Combining new and exciting technologies in a live event setting with a successful social media campaign and hashtag utilisation, Puma have done brilliantly well to increase and maintain brand engagement.

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