The Abbott stand saw tremendous success by attracting the attention and awareness of thousands of global visitors to the kinetic energy game challenge during both the 2022 London and Chicago marathon and the 2023 London marathon. In 2022 in London, the professional footballer Álvaro Arbeloa and Eliud Kipchoge made public appearances, further raising awareness.
kinetic Brand Engagement Reached Thousands of visitors
With brand activations at both the Chicago and London Marathon Expos reaching over 150k people at each race, consumer understanding and awareness of Abbott as a brand in the wellness and health technology space has significantly increased due to the kinetic brand experience.
Huge increase in brand and consumer product awareness
Overall, the Kinetic Brand Experience designed by Pavegen helped Abbott achieve its goal of enhancing its brand identity with consumers focused on wellness and increasing consumer understanding and awareness of the brand in the health technology space. The highly competitive games against elite athletes engaged participants and provided a unique opportunity to showcase Abbott's sports hydration and performance products with product sampling. The impact of this successful campaign has been significant, and Abbott can continue to build on this success to strengthen its position as a leading player in the health technology space.