The Runaway Pub
Led the concepting, development and implementation of the New Balance Runaway Pub in London, allowing runners to trade miles for beer – with the aim to strengthen the brand’s ties amongst tech-savvy and mobile-friendly runners leading up and through the London Marathon.
Customers tracked their miles with the Strava fitness app and converted to currency via the “Runaway Card” added to an Apple or Google mobile wallet.
Fully integrated omni-channel campaign merged online and offline worlds into a “brick and mobile” marketing strategy exceeding benchmarks across earned, owned and paid spaces.