ASICS Tap to Fly Challenge
How we turned Instagram Stories into an interactive race to launch ASICS FlyteFoam
The Challenge
ASICS wanted to launch FlyteFoam (an innovative material 55% lighter than the industry standard) in a way that would resonate with serious runners and reinforce the brand’s performance credibility.
The Insight
Core runners are driven by challenge, speed, and adrenaline. By turning product education into a game, we saw an opportunity to engage them in a way that felt native to both the audience and the platform.
Our Approach
We hacked the tap-through behavior of IG Stories to create "Tap to Fly," an interactive racing game.
Users controlled three runners by tapping through 100+ story frames. The faster they tapped, the faster the runner moved. 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 FlyteFoam shoe) as well as supporting social content – all of which were integral to the ASICS #FeelFast campaign.
#FeelFast
To complement the game, we also created shoppable product videos for each FlyteFoam shoe, giving runners a closer look at the new technology and its performance benefits.
RESULTS
Shorty Awards Winner: Best Gamification
11.9MM Social Media Impressions
7MM Organic Engagements
98% Engagement Rate
CREATIVE TEAM
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