New Balance:

Urban Dash App

Ex Awards Gold-Best mobile app Event Technology Awards Gold-Best MobileApp

Caples Awards-Bronze Effie Finalist Description below.

About the app:

New Balance was launching a flagship store in the Flatiron District of NYC and wanted an innovative approach to drive eyeballs and foot traffic to the store. We developed a mobile game where everyday New Balance released digital batons throughout the boroughs which could be seen in the maps view on the Urban Dash app. The baton would upload into the phone of the first person to get there. If they got back to New Balance New York, they won a free pair of shoes. The catch is someone else with the app can see you on the map with a baton and chase after your to steal it. If they came within 40 feet of you, the baton jumped from your phone to theirs. The person to redeem the most batons at New Balance New York won a solid gold baton worth over $20k.

The end result:

Over 70 million media impressions.

Over 14,000 miles covered by New Yorkers.

Over 6 million blogger hits day 1