Array
(
    [_id] => MongoId Object
        (
            [$id] => 58ef9abc4170e200408b45a5
        )

    [abstract] => BOSTON, March 29, 2017 /PRNewswire/ -- In early 2017, PUMA launched 
    [app_label] => decisionbriefs
    [content] => 

BOSTON, March 29, 2017 /PRNewswire/ -- In early 2017, PUMA launched a loyalty program to recruit and reward their next generation of PUMA soccer players. To mark the launch of the program, and to welcome their newest members, PUMA and experience agency, Cramer, reimagined what shoe packaging could be.

"From the beginning, we knew we wanted to create exclusive packaging for our first PUMAPitch members, but we also wanted to do something totally unexpected – something young athletes would talk about, and remember," says Kellie Ambrose, Marketing Manager at PUMA. "Through our partnership with Cramer, we invented an exclusive packaging that doubled as an exclusive brand experience."

Thus, PUMA's latest experiential shoe packaging was born.

https://vimeo.com/210637484

The first recruited PUMAPitch program members were told their new soccer boots would be arriving in an exclusive package. They expected a high-end cardboard box, which is common in the industry. Instead, members received a sleek, black and polypropylene case. There was one critical catch: It was padlocked. Each case was imprinted with an anthem that celebrated PUMA's and the player's commitment to work harder, play harder and to demand more from themselves, their gear and the game. Within that anthem, a hidden code was placed to unlock the case and grant access to the new boots and a PUMAPitch membership.

Players read and re-read the anthem, collaborating with their teammates to unlock the cases, in an engaging, fun, memorable and highly sharable team experience.

"Our partnership with PUMA has been amazing," adds Pat Martin, Account Director and Partner at Cramer. "When they approached us with the idea, it struck us as the kind of opportunity a lot of brands would overlook. Most so-called exclusive packaging is just more expensive materials, technology for the sake of technology, whatever. PUMA wanted something smarter, more relevant, more effective, and more closely aligned with the innovative essence of their brand: Forever Faster."

"It was a great story of creativity, strategy, and authenticity cutting through the clutter in a meaningful and effective way," Ambrose continued. "And the fact that the case was something the players would keep for themselves aligned with PUMA's commitment to sustainability. All in all, it led to an amazing brand experience, as well as social shares, earned media and a strong introduction for the PUMAPitch loyalty program."

About PUMA

PUMA is one of the world's leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf and Dobotex. The company distributes its products in more than 120 countries, employs more than 11,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit puma.com.

About Cramer

Headquartered outside Boston, Cramer is a premier experience agency, evolving the modern era of experiential marketing. The company's fast growth has involved expanded relationships with long-standing clients, while also landing a new roster of global brands. These clients trust Cramer to invent, craft, and fuel content-driven experiences, including meetings and events, activations, community and advocacy programs, mixed reality, and marketing campaigns. Visit cramer.com to see how Cramer achieves more for its clients.

Media Contacts:

Mark Slater
Associate Creative Director, Cramer
mslater@cramer.com 
781 278 2493

Kate Romano
Marketing Director, Cramer
kromano@cramer.com 
781 278 2438 

 

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/puma--cramer-change-the-game-with-experiential-shoe-packaging-300430507.html

SOURCE Cramer

Related Links

http://www.puma.com
http://www.cramer.com

[content_id] => 10 [created] => 2017-03-29 00:00:00 [file] => [full_permission] => [group_id] => 55f7997b1a7f2385a26a6c40 [label] => puma-cramer-change-the-game-with-experiential-shoe-packaging [leads_form_intro] => [logo] => images/events/featured/58ef9abc4170e200408b45a5.jpg [media] => Array ( [images] => Array ( ) ) [owner] => Array ( [ref] => Array ( [$ref] => groups [$id] => MongoId Object ( [$id] => 55f7997b1a7f2385a26a6c40 ) [$db] => enterprise ) [label] => cramer-3 [name] => Cramer ) [permission] => 0 [status] => 2 [title] => PUMA & Cramer Change the Game with Experiential Shoe Packaging [updated] => 2017-04-13 11: 39: 42 [vocabulary] => Array ( ) [vocabulary_categories] => Array ( [0] => service [1] => product ) [meta] => Array ( [published] => 2017-03-29 00:00:00 ) [source_collection] => content )

PUMA & Cramer Change the Game with Experiential Shoe Packaging

BOSTON, March 29, 2017 /PRNewswire/ -- In early 2017, PUMA launched a loyalty program to recruit and reward their next generation of PUMA soccer players. To mark the launch of the program, and to welcome their newest members, PUMA and experience agency, Cramer, reimagined what shoe packaging could be.

"From the beginning, we knew we wanted to create exclusive packaging for our first PUMAPitch members, but we also wanted to do something totally unexpected – something young athletes would talk about, and remember," says Kellie Ambrose, Marketing Manager at PUMA. "Through our partnership with Cramer, we invented an exclusive packaging that doubled as an exclusive brand experience."

Thus, PUMA's latest experiential shoe packaging was born.

https://vimeo.com/210637484

The first recruited PUMAPitch program members were told their new soccer boots would be arriving in an exclusive package. They expected a high-end cardboard box, which is common in the industry. Instead, members received a sleek, black and polypropylene case. There was one critical catch: It was padlocked. Each case was imprinted with an anthem that celebrated PUMA's and the player's commitment to work harder, play harder and to demand more from themselves, their gear and the game. Within that anthem, a hidden code was placed to unlock the case and grant access to the new boots and a PUMAPitch membership.

Players read and re-read the anthem, collaborating with their teammates to unlock the cases, in an engaging, fun, memorable and highly sharable team experience.

"Our partnership with PUMA has been amazing," adds Pat Martin, Account Director and Partner at Cramer. "When they approached us with the idea, it struck us as the kind of opportunity a lot of brands would overlook. Most so-called exclusive packaging is just more expensive materials, technology for the sake of technology, whatever. PUMA wanted something smarter, more relevant, more effective, and more closely aligned with the innovative essence of their brand: Forever Faster."

"It was a great story of creativity, strategy, and authenticity cutting through the clutter in a meaningful and effective way," Ambrose continued. "And the fact that the case was something the players would keep for themselves aligned with PUMA's commitment to sustainability. All in all, it led to an amazing brand experience, as well as social shares, earned media and a strong introduction for the PUMAPitch loyalty program."

About PUMA

PUMA is one of the world's leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf and Dobotex. The company distributes its products in more than 120 countries, employs more than 11,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit puma.com.

About Cramer

Headquartered outside Boston, Cramer is a premier experience agency, evolving the modern era of experiential marketing. The company's fast growth has involved expanded relationships with long-standing clients, while also landing a new roster of global brands. These clients trust Cramer to invent, craft, and fuel content-driven experiences, including meetings and events, activations, community and advocacy programs, mixed reality, and marketing campaigns. Visit cramer.com to see how Cramer achieves more for its clients.

Media Contacts:

Mark Slater
Associate Creative Director, Cramer
mslater@cramer.com 
781 278 2493

Kate Romano
Marketing Director, Cramer
kromano@cramer.com 
781 278 2438 

 

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/puma--cramer-change-the-game-with-experiential-shoe-packaging-300430507.html

SOURCE Cramer

Related Links

http://www.puma.com
http://www.cramer.com

Cramer

cramer.com

Agencies

425 University Avenue
Norwood, MA 02062
Scott Connolly

781-278-2478
sconnolly@cramer.com

Request info

The Four Big Themes at Event Marketer's 2017 Experiential Marketing Summit
The Four Big Themes at Event Marketer's 2017 Experiential Marketing Summit

Experiential marketing is going backward and forward at the same time.

Read more

Live Social Video: An Inevitable Marketing Channel
Live Social Video: An Inevitable Marketing Channel

Although the idea of live video streaming is far from new,

Read more

PUMA & Cramer Change the Game with Experiential Shoe Packaging
PUMA & Cramer Change the Game with Experiential Shoe Packaging

BOSTON, March 29, 2017 /PRNewswire/ -- In early 2017, PUMA launched

Read more

The 2017 Event Technology Landscape Has Arrived
The 2017 Event Technology Landscape Has Arrived

Discover the latest and best in event technology for your 2017

Read more

EventTech 2016's Five Big Themes and the Single Question That Blew Everyone's Minds
EventTech 2016's Five Big Themes and the Single Question That Blew Everyone's Minds

The must know takeaways and talking points from this year's EventTech

Read more

On Twitter
On Facebook