New Balance: FaZe ‘Fun Run’
New Balance is a category challenger who needed to make a splash entering the gaming space. To solve this, we ideated and executed a digital marketing activation with notable esports org FaZe Clan, consisting of a digital recreation of the Boston Marathon in Fortnite, lead by twitch streamer and influencer FaZe Cizzorz. The top 25 competitors with the fastest times were awarded exclusive New Balance X FaZe Clan merch (only ever winnable, never sold) and a $5,000 donation made in their name to the Boys & Girls Club of Boston.
Research: 65% of our Millennial and Gen Z consumers were heavy gamers, 3x more likely than the average consumer to be on the Twitch platform, 4x four times more likely to engage with influencers
Results: 1M+ participants from 34 countries, 35M+ views (14x the number of paid views), and 2.1M+ social engagements (6% engagement rate, 6x brand benchmarks)
Creative Team: Trevor Kaminski, Simeon Edmunds
Work completed while employed at Mediahub Worldwide