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Puma x Sonic - Mobile Campaign

Start with an iconic sneaker. Add a much-loved character.
Create a moment where pop culture and sneaker culture both go for gold.

These were the marching orders when our clients at PUMA had the opportunity to drop a collection, featuring the throwback RS-X3 sneaker (exclusive to Foot Locker), in conjunction with the release of 2020’s Sonic the Hedgehog film. We set out to capture the attention of key demographics with an experiential activation to launch the collection in key Foot Locker stores.

To tap into our target demographic’s appetite for nostalgia, make the spirit of the movie and game come to life, and move product, we developed the Sonic Ring Hunt: a Snapchat lens experience that let our consumers experience the PUMA RS-X3 and capture digital rings to win prizes in-store.

From concepting the experience, to managing digital development and functionality, to providing on-site support, our team helped our PUMA partners drop the collection with a performance in line with their brand promise of “forever faster.” We also engaged deeply with influencers across Instagram, Twitch, TikTok, Twitter and Snapchat, yielding 2.2 million impressions, over 370,000 engagements and a 284% earned media return on investment.

Augmented Reality Experience Demo

Scan the following Snapcode to access the Puma x Sonic lens in Snapchat. Once you have the lens open, flip to your back camera and point it at the Sonic movie poster to collect your rings. Tap your Rings score 10x times to reset.