KINETIC BRAND EXPERIENCE AT TCS LONDON MARATHON RUNNING EXPO ATTRACTS THOUSANDS OF GLOBAL VISITORS
PRESS RELEASE - London, 26 April 2023
A Global medical devices and healthcare company, in collaboration with leading sports, promotions, and event marketing agency, sponsored the TCS London Marathon Running Show in 2022 and 2023 to promote awareness of their sports hydration and performance products to race competitors and visitors. As part of their brand-enhancing strategy, the company sought to raise awareness of their sponsorship relationships with global football brand Real Madrid FC and the elite NN Running Team and Eliud Kipchoge.
Every Step Generates Electricity and human performance data
To help achieve this goal, Pavegen, the designer and developer of kinetic brand experiences, was enlisted by the company's agency to create a unique activation that would engage and educate visitors on key brand messages. Pavegen designers and software developers produced a highly competitive kinetic brand experience designed to test speed and endurance against elite athletes.
Reach Your Peak Against Elite Athletes
The two-game experience allowed participants to challenge themselves against professional football players from the Real Madrid team and legendary Eliud Kipchoge of the NN Running Team. The excitement of kinetic footsteps was used to provide an opportunity for competitors and running fans to sample the company's performance nutrition products.
Real Madrid and NN Running Team
Working with leading sports scientists, Pavegen used the raw data output to analyse participant performance in two highly interactive brand experiences. The first was a 'Super Sprint with Real Madrid', where participants were challenged to test their sprint speed in a 20-second burst of power against the peak speed of elite football stars. The second kinetic brand experience was a challenge to keep up with Eliud Kipchoge's record-breaking marathon pace. Data from the kinetic energy floor tracked the steps per second to see how long the participant could stay in his footstep zone.
Product sampling of sports nutrition products
At the end of both gameplays, electrical energy data was converted to real-life human performance statistics, such as carbohydrates and energy consumed during each gameplay. This provided an opportunity to offer free sampling of the company's performance and nutrition consumer products.
Brand Experience attracted thousands
The Kinetic Brand Experience designed by Pavegen attracted 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. With brand activations at both the Chicago and London Marathon Expos reaching tens of thousands of people at each show, consumer understanding and awareness of the company's brand in the wellness and health technology space has significantly increased due to the kinetic brand experience.
A unique opportunity to connect with consumers
Overall, the highly competitive games against elite athletes engaged participants and provided a unique opportunity to showcase the company's sports hydration and performance products. The impact of this successful campaign has been significant, and the company can continue to build on this success to strengthen its position as a leading player in the health and sports nutrition space.
For more information, photos and video, please contact Pavegen Marketing and Communications team - email: firstname.lastname@example.org
Pavegen is a purpose-driven technology business that helps power change and generates positive outcomes for people and planet. Laying underfoot inside buildings, public spaces and at events, the Pavegen Kinetic Flooring technology harnesses the power of people’s footsteps, creating not only a small amount of energy – but also imaginative, interactive experiences and data, to help educate, engage and enable meaningful actions around sustainability and Net Zero intent. Pavegen call this Citizen Impact; powered by Pavegen.
Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, Green Wall irrigation systems, whilst data from the system can be used for public educational purposes on digital display screens. Kinetic Brand Experiences at live events, expos’ festival and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers.
The company was founded in 2013 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.
Photo's for publication are available upon request from email@example.com