Not a bad idea at all —if only the mechanics were not so similar to the now famous MINI Getaway.
To promote the launch of the first New Balance flagship store in NYC, OgilvyAction NY just launched the Urban Dash Challenge.
Every day NB is releasing 20 to 30 virtual batons around the city that can only be ‘grabbed’ with a special iPhone app. The first to arrive to the new store with the baton in their mobile will get a free pair of New Balance 574 shoes on the spot.
The person with the more batons at the end of the promotion will win a real 14k Gold Baton worth over 20K.
Regional Executive Creative Director, Geometry Global Asia Pacific