It’s no secret that running is hard. And when things are hard, sometimes we need to summon strength beyond our own to get them done. I mean, even Beyonce relies on Sasha Fierce sometimes.
With this in mind, we created a campaign to introduce runners to their Amped-Up Alter Egos, the badass, goal-crushing versions of themselves unleashed by Brooks’ new energy-return shoe, the Levitate 5. After all, the person who starts training for a goal is not the same as the person who finishes one. So the only question left to answer was… who will you become in the Levitate 5?
Our work kicked off with video spots that drove users to a landing page where they could take a quiz to discover their running alter ego. From there, runners were served with custom playlists, shoe recommendations and motivational content tailored to their alter ego persona.
“Greg” :30
“Shannon” :30
We even launched a global AR component to bring the alter ego experience to people on the go or shopping inside third-party retailers like DICK’S Sporting Goods or Fleet Feet. We created an AR experience that allowed them to experience the power of DNA AMP technology inside the Levitate 5, browse the shoes and play an interactive game to give them a more hands-on, personal experience with the shoe.
_____
Sr. Copywriter: Scott Muska
Art Director: Ninet Moon