Sports brands have been leading in innovative marketing activations and Asics are joining the party. They decided to combine immersive theatre with sport by staging 'a 5K run event for 60 runners who were immersed into a film noir-themed experiential story in Los Angeles, California last month.'*

'Asics' The Big Chase 5k Run Experience took 60 runners, including journalists, bloggers and influencers, on a 5k course run where they became immersed into a theatrical experience as Hollywood detectives, tasked with solving a case.Using customised communications and a unique runner tracking system; mapping, routing and timing, the runners were moved through multiple locations in downton L.A. where they came across interactive theatrical performances as they raced through the streets unravelling clues.The event kicked off Asics new 'Find Adventure' campaign, which is aimed at an urban, millennial audience. The event aimed to capture the heart and mind of the serious runner. The event also saw the debut of Asics new fitness community Sound Body, Sound Mind and the #Run4Adventure social media campaign.'*

I think that this is really great activation. Using theatre has allowed this to create a fully immersive experience and therefore making this main focus with the underlying tone being sport and the brand. It's an unexpected and out there experience that is very interesting and effective.


*http://www.eventmagazine.co.uk/event-tv-asics-combined-immersive-theatre-sport/brands/article/1424065