September 16, 2015
Submitted by Blue Bite
September 15, 2015 – Global Sports Brand PUMA, in partnership with Blue 449 and Zenith Media, has teamed up with Blue Bite, the Mobile Standard in Out-of-Home™ and Austria-based mobile agency Loop, to create a one-of-a-kind campaign to promote PUMA’s latest sneaker, the Ignite XT and its brand ambassador partnerships with Usain Bolt and Rihanna.
Deployed in collaboration with JCDecaux in Chicago, the custom built experiential transit shelters, meant to evoke PUMA’s “Forever Faster” training campaign, feature the first-ever integration of NFC and dual-beacon technology in out-of-home. JCDecaux’s iconic street furniture has been outfitted with Blue Bite’s mTAG® (NFC/QR) and esca® (dual-mode beacon) technologies.
Users have the ability to tap or scan the mTAGs installed on the display to launch a mobile experience which features either Rihanna or Usain Bolt and promoting the Ignite XT training shoe. Additionally, for users with the popular PUMATRAC app installed on their mobile devices, the mobile experience can be triggered through a notification when they are within proximity of the shelters.
This is the first such campaign in the United States utilizing the esca beacon and the power of both iBeacon and Eddystone protocols. Moreover, it is the first campaign ever executed in out-of-home that utilizes dual beacon technology in conjunction with NFC.
Compatibility exists through the PUMATRAC mobile app as well as via Chrome for iOS and other iOS and Android apps.
In addition to highlighting PUMA’s brand ambassadors, the mobile experience allows users to discover the featured Ignite XT sneaker with the ability to purchase it right from their mobile devices.
For more information about PUMA Training and the new IGNITE XT Training footwear, visit puma.com/training.
PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Dobotex and Brandon. The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit http://www.puma.com
Blue Bite is a leading mobile-marketing solutions provider utilizing a targeted, location-based approach to reach captive audiences on their mobile devices by leveraging NFC, BLE, QR, WiFi, SMS, geofencing and other technologies. Blue Bite has partnered with many of the leading Out-of-Home and Retail Companies in the world and prides itself on creating interactive two-way engagements by enabling consumers to connect with digital and traditional media, retail stores and merchandise via their mobile phones. For more information, please visit www.bluebite.com and follow the latest updates and developments on Facebook and Twitter.
Blue 449 – www.blue449.com – is a new global media network within the ZenithOptimedia Group. Organised in 4 regional hubs, (EMEA, North America, Asia-Pacific, LATAM) with its headquarters in London, Blue 449 will operate in 17 city hubs around the world by the end of 2015. Driven by an “Open Source” approach, Blue 449 will take charge of its customers’ business objectives and enable them access to the extensive range of services within the ZenithOptimedia Group and the Publicis Groupe, making use of external partners to the group, selected for their best results and the best possible value for its customers.