New Balance’s mobile gaming ad unit drives engagement and brand lift

Stephen Whiteside

New Balance wanted to promote its Fresh Foam sneakers to 13–24-year-olds in the United States, China and, Japan.

New Balance wanted to promote its Fresh Foam line of sneakers – which offer cushioned support for runners – to 13–24-year-olds in the United States, China, and Japan.

To help achieve that goal, it leveraged an in-app advertising unit that also doubled as a mobile game called “Cloud Jumper”. The challenge for players: help “Newbie”, an animated rabbit, hop from cloud to cloud using New Balance-branded trampolines and running shoes. When players failed to land a leap, they could opt to play again or visit the brand’s m-commerce store.

Insight

Michaela Nee, New Balance associate/integrated marketing of global brand programs,...

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