An Integrated campaign to Defy norms with Puma’s latest Trainer.

01. OOH LAUNCH

We launched the Campaign around Los Angeles with AR beacons pasted around the city in hidden loacations. Using talent to drop clues, we drove audiences to download the custom APP we created to drive product awareness and enter for a chance to come to DEFY CITY.

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02. LIVE EXPERIENCE

Guests who found the posters were invited to DEFY CITY – a content playground rich with AR beacons driving UGC around key product features. The city featured a bodega, laundromat, dancehall, post office, and outdoor newsstand packed with sharable moments.

03. ONLINE PARTICIPATION

Even if you didn't come to DEFY CITY, we created a digital map pushed out over social that guided viewers through each world – revealing the world throughout the day to hold attention spans and drive even deeper engagement.

04. THE RESULTS

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% MORE MENTIONS