Hi Huneybees,
In Puma’s AW 2012 Play campaign,
PUMA
takes PUMA Social out of the after-hours and into the everyday
moments of joy. Enter the PUMA Social ‘Playmates’.
PUMA believes that life is meant to be played and it’s during times
when daily life becomes too mundane that Playmates are inspired to
break out of the norm and transform the city into an urban
playground.
Playmate is more than being a team player – he/she is spontaneous, always game for any challenge posed – either to complete it in finesse, in style or in sharp wit. And
each
Playmate brings
a unique trait to the team.
The Captain, the Kung Fu Dancer, The
Foodsnapper and Dynamic Duo - It’s when they are together that the
outing gets more fun. Without a doubt they’ve got the city all
figured out with their favourite places to play. But surely there’s
always something new to discover.
This
season,
PUMA created the ultimate Urban Play Kit and a series of pop-up
challenges around the island to inspire Social Playmates to get more
fun out of the city and discover more reasons to play.
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| Some key products of the AW'12 collection. |
To foster urban play, the Ultimate Urban Play Kit and the Puma Social Play Machine are specially created alongside a 40ft PUMA Play Bus that will host a series of pop-up challenges island-wide in the search for the ultimate playmates who achieve high scores on the Play Index.
Below are 3 activities specially created for this campaign:
PUMA Social Play Machine
The
Play
Machine is a Facebook app that aims to inspire people to play in the
city. It generates a variety of everyday play tips and phrases that’s
worth sharing with friends. It also creates a Play Team for the user
based on their recent Facebook activities.
The
user takes on the role of the
Captain, the leader of the team. Once the user clicks ‘Play Now’,
the app generates three Playmates from the user’s Facebook friends.
Each Playmate is assigned a fun monicker or Playmate trait based on
their social activities in Facebook with a suggested PUMA footwear,
accessory or apparel fit for play. The user can also tag these
Playmates so they can join the action and try the Play Machine
themselves.
The
user also has the option to ask Facebook friends if the suggested
PUMA Play gear suits him. By clicking ‘Ask My Friend’, a message
with the product image will appear on his or her Facebook wall and
friends can like or give their comments – initiating a fun,
light-hearted conversation amongst friends.
Puma Social Official Play Guide
Introducing
the PUMA Social Official
Play Guide, it’s a fun and interactive mobile city guide that lets
Playmates discover the places to play, eat and to have fun in the
city, day or night. Playmates’ city knowhow will be put to the test
as some never been uncovered play spots are also thrown in this urban
map.
Users
simply need
to scan the QR code on the printed map using their smartphones and
will automatically be led to an interactive mobile app. Here they are
given easy challenges about play spots around their city. Each
correct answer lets them advance on the map. A special prize awaits
if they accomplish all eight challenges. An exclusive limited offer
is up for grabs if they answer the Captain’s bonus question.
The
printed map is a collector’s piece on its own. On the back is a
special artwork by renowned French street artist and illustrator
Keflione (aka Keflouis XIV) with his rendition of ‘turning cities
into urban playgrounds’.
The QR code can be scanned from flyers at the following locations:
1) PUMA Marina Square
#02-153/155, 6 Raffles Boulevard, Singapore 039594
2) PUMA Ngee Ann City
391 Ngee Ann City #B2-15 Orchard Road, Singapore 238872
3) PUMA ION Orchard
#B2-23, 2 Orchard Turn, Singapore 238801
4) PUMA VivoCity
#01-65, 1 Harbourfront Walk, Singapore 098585
5) PUMA Corner OG People's Park Level 1
100 Upper Cross Street, Singapore 058360
6) PUMA Somerset
#02-10/13, 313 Orchard Road, Singapore 238895
7) Zouk
17 Jiak Kim Street, Singapore 169420
8) The Butter Factory
Fullerton Hotel 1 Fullerton Square, 049213
Puma Social Play Bus
With its own open upper deck, this 40ft long bus will be at various cool hotspots around the island looking for Playmates game enough to participate in Puma Social Playmate Challenges.
These
challenges will be across 3 categories of Playmates – The
Foodsnapper, Dynamic Duo and Kung Fu Dancer, spanning across 4 levels
from Novice to the ultimate Playmate level.
Simply
spot the PUMA Social Play Bus from 28-30 Nov at the following locations and dates:
28th Nov
Noon –
2pm, Kallang Leisure Park car park
6pm – 8pm,
Big Splash car park, East Coast Park
29th Nov
Noon
– 2pm, Car park in front of Blk 203 Toa Payoh North
5pm – 7pm,
West Coast McDonald’s
30th
Nov – 2nd Dec
Open daily
from Noon – 8pm,
*SCAPE
Playspace, Level 1
Take
on a challenge and stand a chance to win hampers, prizes and cash
vouchers from Zouk, Sony and Puma worth more than $2500. Come join us
as we search for Puma Playmate of the Year. Who knows, it might just
be you.
For
more information about
PUMA Social, check out puma.com.
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