New Balance: Urban Dash
Open the game- Brand
- New Balance
- Objective
- Engagement
- Industry
- Fashion
- Mechanic
- Racing
- Agency
- Monterosa
Objective
New Balance opened a flagship store in the Flatiron District of New York City and needed an innovative way to drive awareness and foot traffic. The brand deployed a location-based mobile game to engage runners and sneaker enthusiasts in an urban treasure hunt format.
Solution
Urban Dash was a location-based mobile game where New Balance released digital batons throughout NYC boroughs on a daily basis. Players used the app to hunt and collect batons appearing on a map view. The competitive mechanic allowed players within 40 feet of each other to steal batons directly from opponents. Collected batons had to be redeemed at the New Balance New York flagship store. The top collector won a solid gold baton valued at over $20,000.
Results
The campaign generated over 70 million media impressions. The app won the Event Technology Awards for Best Event App in 2011.
