Puma Promo, Case study LIFE SCOREBOARD by Droga5 New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency Droga5 New York
Executive Creative Director Nik Studzinski, Ted Royer
Art Director Amanda Clelland, Jesse Juriga
Copywriter Kevin Brady, Tim Gordon
Released November 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: PUMA
Product/Service: BRAND
Agency: DROGA5
Date of First Appearance: Nov 5 2010
Entrant Company: DROGA5, New York, USA
Entry URL: http://www.lifescoreboard.com/
Creative Chairman: David Droga (DROGA5)
Executive Creative Director: Ted Royer/Nik Studzinski (DROGA5)
Copywriter: Tim Gordon/Kevin Brady (DROGA5)
Art Director: Amanda Clelland/Jesse Juriga (DROGA5)
Strategy Director: Chet Gulland (DROGA5)
Head of Integrated Production: Sally-Ann Dale (DROGA5)
Senior Digital Producer: Rob Allen (DROGA5)
Digital Producer: Toph Brown (DROGA5)
Senior Designer: Nikelle Orellana (DROGA5)
Mobile Production Company: (APPEAR)
Front End Developer: Russell Morgan (APPEAR)
Back End Developer: Joel Niedfeldt (APPEAR)
Media placement: Mobile Application - ITunes - 5 November 2010

Insights, Strategy & the Idea
As a sport and lifestyle brand, PUMA’s social campaign demonstrates and celebrates the moments when life becomes a sport. From the spontaneous round of pool to the traffic cone slalom on the way home.
Other activity had done so through the product range, retail and advertising, but we also wanted to put the brand into consumers’ social space. We know that consumers are pursuing social sports already, so we wanted to place ourselves at the heart of their existing behavior.
Rather than just perform Facebook activity, we decided that the best way to get the campaign into the social space would be to create a tool that consumers can usefully use - treating social as a behavior rather than just a channel.
By viewing what everyone else is scoring, LSB becomes a fascinating barometer of what consumers are talking about at any point, showing what they really think is cool.

Creative Execution
Turn life into one big game. Life Scoreboard is the world’s first online and mobile platform that allows people to keep score of all aspects of life. Finally, you can settle who’s better at ping-pong – you or your brother, who can eat more cheese – you or your roommate, or who is worse at life – socialites or reality TV stars. Life Scoreboard lets you turn everything and anything into a quasi-serious game. Because life’s more fun when you are keeping score.
Life Scoreboard is available as a web, mobile web, Android, iPhone and iPad app.

Results and Effectiveness
Lots and Lots of boards, thousands and thousands of points scored and one game of “whose better at life” eventually settled. People created boards based trending topics, personal competitions and battles with their hangovers. The program has be utilized across multiple platforms, featured at the Sundance Film Festival and has been adopted by PUMA as the key component in their digital strategy. And since its release in November, LSB has continued to grow, letting people interact with the brand for five straight months and counting.
50,000 Unique visitors
140,000 Pageviews
2500 boards
3000 users
10,000 points scored
Meanwhile visitor numbers to PUMA’s website increased steadily throughout the year, driving similar growth in e-commerce transactions.