Event: Brighton Marathon 2022
Activation: Fan Zone
Location: Brighton and Hove, UK
ASICS have various global marathon sponsorships and wanted to leverage their presence at the Brighton Marathon to promote their products with FF Blast technology. The objective was to educate and inspire fans on ASICS products to help drive brand preference.
ASICS wanted to use the event as a tangible way to connect with their audience through their #LiveUplifted campaign. Activations are always a fantastic way to encourage fans to interact and engage with a brand and product. We wanted to bring the #LiveUplifted campaign to life by taking fans on an immersive journey, that communicated ASICS key brand and product values.
ASICS Blast Fan Zone: The Fan Zone featured five key areas that formed an exciting and seamless user journey experience of ASICS!
WOW: Our entrance tunnel was focused on creating a sense of excitement as fans entered the Blast Fan Zone, complete with immersive lights and sound!
PLAY: Photo opportunity where fans could get an epic action shot on our trampolines!
LEARN: This area was focused on around educating fans on ASICS products, complete with levitating shoe displays, touchscreens totems, video vaults & interactive quizzes.
TRY: Fans could try on ASICS trainers and test them out on the treadmills, with support from ASICS team members to advise. A great way to get those daily steps up!
INSPIRE: Our photo mosaic wall was a fantastic and fun way for fans to communicate their well wishes to runners in the marathon!
CONVERT: Illuminating shoe display’s where fans could try on shoes once again, a service area that included e-commerce plinths and an information desk where fans could receive a starter pack
As our first ever marathon event, our Blast Fan Zone was well received by all fans, where we welcomed 3,460 fans. Whilst the days leading up the event graced up with some windy conditions, we were thrilled to have had the opportunity to activate in a new sporting context! Our activations were a brilliant addition in enhancing fans experience of the event. It was a pleasure for us to showcase the ASICS brand and strengthen their communication to marathon fans!