Puma _73k_ - Puma training academy
PUMA was founded in 1948, Herzogenaurach, Founder: Rudolf Dassler, now has 57-year-old sportswear brand in the world with the first line of appeal and influence. This, PUMA sportswear, again took the forefront of the world, professional sports and leisure inclusive concept, introduced the latest series of the new season. Them, not only in the gym and sports facilities to wear, but also suitable for everyday occasions. Fully convey the heart of modern youth movement Safe.
Puma training academy Campaign type: Fixed Product Placement Objective: Puma wanted to do something meaningful in-game to target 15 – 34 year old males. They wanted the Puma brand to be fully integrated into the game and to be seen to enhance gameplay. Puma is outspent by some of its footballing rivals so they wanted a medium where it could take centre stage. Strategy: Football Superstars is a multiplayer virtual world where you take your character from Z-list footballer to A-list legend. IGA devised a campaign in which Puma would have strategic placements at key touchpoints in the game. The Puma training academy was designed to teach new recruits the fundamentals of the game through tutorials as well as giving experienced players a chance to brush up their skills. There is also a flagship Puma Store in the game world (a replica of the Carnaby Street store). Results: Gaming statistics of actual brand usage have been excellent. About 1,500 tutorials take place in the Puma Training academy each day averaging about 18 minutes per tutorial. To date $61 million in-game dollars (a mixture of microtransactions and in-game cash) has been spent on Puma goods within the game with the store achieving about 1,000 visits per day. Research from Harris showed that purchase intent for Puma Speed boots went up by 76%. Overall 68% of gamers said they preferred in-game advertising to traditional advertising while 71% said that their attitude towards Puma had improved as a result.