20th April 2023 - LONDON, UK
At Pavegen, we're passionate about creating unique kinetic experiences that connect brands with their audiences in innovative and meaningful ways. So, when we were approached by the global sports marketing agency TSMGI to design a Kinetic Brand Experience for their client Abbott at the TCS London Marathon Running Show, we knew we had to bring our A-game.
Abbott, a global medical devices and healthcare company, wanted to raise awareness of their sports hydration and performance products to thousands of visitors attending the marathon show, as well as promote their sponsorship relationship with Real Madrid FC and the elite NN Running Team and Eliud Kipchoge. As their trusted event marketing agency, TSMGI sought to create an engaging and competitive brand experience that would captivate attendees and elevate Abbott's brand identity.
We worked closely with TSMGI to design a unique kinetic brand experience that would allow participants to test their speed and endurance against professional football players from the Real Madrid team and the legendary Eliud Kipchoge of the NN Running Team. Using our kinetic energy floor, we converted the act of generating electricity with every step into human performance data, providing participants with real-time feedback on their speed and power.
The first challenge, "Super Sprint with Real Madrid," required participants to test their sprint speed in a 20-second burst of power against the peak speed of elite football stars. The second challenge, "Keep Up with Kipchoge," challenged participants to keep up with Eliud Kipchoge's record-breaking marathon pace, tracking their steps per second to see how long they could stay in his footstep zone. At the end of both challenges, we converted the electrical energy data into real-life human performance statistics, such as carbohydrates and energy consumed during gameplay, providing an opportunity to offer a free sampling of Abbott's performance consumer products.
The impact of our kinetic brand experience was huge, attracting the attention and awareness of thousands of global visitors during both the 2022 London and Chicago Marathons, as well as the 2023 London Marathon. The presence of Álvaro Arbeloa and Eliud Kipchoge at the 2022 London Marathon helped to further raise awareness of Abbott's brand, with brand activations at both the Chicago and London Marathon Expos reaching over 150k people at each race. By creating an interactive and unforgettable experience for Abbott, we helped to significantly increase consumer understanding and awareness of the brand in the wellness and health technology space.
At Pavegen, we believe in the power, effectiveness, and value of live in-person experiences for brands looking to promote their products and raise awareness of sustainability and net-zero goals. By harnessing the human act of generating electricity with every step and converting it into human performance data, we're able to create unique and unforgettable brand experiences that connect with audiences in meaningful ways. If you're interested in learning more about how we can help elevate your brand identity, get in touch with us today.