Reach of over 2,000,000 and 18% increase in pre-order sales
ASICS is a Japanese athletic equipment company. ASICS produces footwear and sports equipment in the upper price range.
Support the launch of European print campaign. Encourage bloggers to spread the word about ASICS SportStyle to target audience.
Online treasure hunt – Bloggers received two non-matching halves of ten unique, 1980s-inspired iconic models. Each model was created as a single piece using rapid-prototyping and carried a personalized message. Bloggers to locate missing half . Each to find ‘their other half’ and exchange pieces to complete their object.
Sparked a global, digital treasure hunt. All bloggers found missing half and wrote about the icons and ASICS. Blogger coverage including Twitter and Facebook engaged over 2,000,000. Exposure at Bread & Butter generated coverage worth millions. 18% increase in pre-order sales.