Creative production and brand activation specialist, tpd, has developed a virtual shopping experience for runners ahead of the 2021 Virgin Money London Marathon.
An aim to explore innovative routes to market and provide the opportunity for New Balance’s retail partner SportsShoes.com to offer up products virtually, led to the creation of ‘New Balance London SQ.’
This phase 1 of the brand activation project, designed and produced by tpd and technical partner Threedium, has been released ahead of the rescheduled 2021 London Marathon – now set for Sunday, October 3.
New Balance London SQ features elements of the New Balance ‘Rep Yours’ campaign. Users are invited to be curious and discover why fellow runners run. They can also seamlessly browse and explore the latest collection of running shoes in 3D as well as complete a purchase within the digital store.
The experience has been optimized for engagement on mobile devices reflecting customers’ digital interaction preferences. The technology also allows for maximum engagement, capable of live streaming footage from the Virgin Money London Marathon itself, community message boards and social media integrations.
New Balance Trade Marketing Manager, Brad Howarth said “In testament to New Balance’s interest and strength in footwear innovation, as a marketing team we are always looking for innovation within the way we retail with key partners.
“Our continued exploration of digital shopping experiences is aimed at bridging the gap between physical and digital shopping environments, in the hope of providing customers with a memorable and engaging education into the brands’ products and campaigns.”
He added, “It has been an enjoyable journey working with the team at tpd to continually develop New Balance London SQ. The project offers exciting and limitless possibilities to work closely with SportsShoes.com who share our desire to deliver premium performance running products through high quality, innovative shopping experiences.”
Dan Carter, Senior Marketing & Ecommerce Manager at retail partner SportsShoes.com said “This experience showcases the best of 21st century marketing technologies. A partnership that showcases product in a premium and exciting environment. The London SQ is a result of great teamwork and a great collaboration.”
tpd’s Project Director, Adam Hill, added “Creating innovative opportunities that excite and engage is essential for connecting brands and retailers with their customers. We have developed a virtual environment where customers can discover and learn about the latest collections from their preferred brands and enjoy being part of a sport, an event and a community all at the same time.
“The New Balance London SQ is a multi-phase project that will develop and grow and complement the campaigns run by both New Balance and SportsShoes.com going forwards. We are delighted to have been part of this project. nbsq.co.uk is live now.”
www.nbsq.co.uk
www.newbalance.co.uk
www.SportsShoes.com
www.tpdhouse.com
