ASICS Tap to Fly Challenge
How we hacked Instagram Stories to help ASICS launch their innovative FlyteFoam technology
GAME ON
The Challenge
ASICS competes in a tough category. To remain a leading athletic shoe brand, they strive to be seen as a cutting edge, go-to expert in the running community.
So when ASICS was ready to release a new series of running shoes made with a technologically innovative material called FlyteFoam (55% lighter than the industry standard), they asked us to develop and execute a social campaign that showed serious runners how it enabled the perfect balance between supportive comfort and lightness.
The Insight
Our target audience was a group that ASICS calls the Core Runner—serious, long-distance runners who thrive on challenge and adrenaline.
By gamifying relevant social content and including a “race and speed” component, we believed we could achieve a number of objectives: actively engage our target in a fun way, educate them about FlyteFoam, inspire purchase, and deepen the association between high-performance running and the ASICS brand.
Our Approach
By hacking the inherent functionality of Instagram Stories (tapping to progress from one frame to the next) we turned footage of our runners into an interactive game called “Tap to Fly.”
Fans “controlled” three runners by tapping through a series of 100+ Instagram Story frames—in effect, they animated a digital, stop-motion flip book. The faster users tapped, the faster the runner ran. Once they crossed the finish line to the final frames, users completed the game by sharing a screenshot of the shoes to be entered to win their own pair of ASICS.
As more screenshots were shared, more eyes saw the new shoes and our game. We developed three gamified Instagram stories (one for each shoe) as well as supporting social content – all of which were integral to the ASICS #FeelFast campaign.
#FeelFast
In addition to the gamified Instagram Story experiences, we created product videos for each of the new FlyteFoam shoes.
These videos (starring our “Tap to Fly” runners) gave fans a more in-depth look at the latest release from ASICS while highlighting key product benefits.
RESULTS
Shorty Awards Winner: Best Gamification
11.9MM Social Media Impressions
7MM Organic Engagements
98% Engagement Rate
CREDITS
Agency: Critical Mass
Group Creative Director: Rina Mallick
Creative Directors: Sheri Levy, Michelle Underwood
Associate Creative Director: Sarah Sommerfeldt
Art Director: Robert Navarro
Copywriters: Kelsey Alfredson, Jaclyn Hamer
Photo/Video: Daily Planet