Shopper Marketing Retail Activation
Boston, MA. Sept 22, 2016: Under Armour, known for superior brand innovation, wanted to provide a novel, inside look at retail with this shopper marketing retail activation as Bostonians await the completion and grand opening of the latest UA Brand House in Boston’s popular Prudential Center. Under Armour partnered with award-winning experiential marketing agency, NEXT/NOW, to build out a fully immersive, 3-D tour of the actual layout of the store before being constructed. The tour is hosted by Boston Red Sox great, Jackie Bradley Jr., who welcomes the user and speaks to the features of the upcoming Brand House.
“Our goal is to provide unique experiences in our stores that drive an emotional connection between our brand and our consumers through the use of innovation,” said Christiana DiMattesa, Senior Retail Marketing Manager at Under Armour. “Going into a new market, we embrace the fact that the first opportunity to connect with a consumer may be through a digital handshake. We are leveraging the barricade to provide a unique digital activation for our future. The Virtual Reality tour will drive awareness of our November 2016 opening and build excitement about the newest UA Brand House with the people of Boston.”
DiMattesa explains the partnership with NEXT/NOW, “At UA Retail, we choose our partners based upon shared values toward innovation and an outside-the-box growth mindset, NEXT/NOW was the right fit for the job.” Alan Hughes, Founder and CCO of NEXT/NOW, added, “Under Armour knows that for brand relationships to stay strong, they have to stay fresh and exciting. Activations like this engage and imprint on consumers, generating goodwill through memorable interaction.”
In addition to driving awareness and bringing innovation to future consumers, the VR experience also allows Under Armour to collect snapshot data of interested consumers in a new market to receive specially tailored content.
NEXT/NOW is an award-winning interactive experiential agency, focused on creating next-generation digital/physical activated spaces and experiences for leading brands, retailers, and exhibits. NEXT/NOW clients include the NBA, Intel, McDonald’s, Mazda, Accenture, Farmers Insurance, The Kraft Heinz Company, Audi, Kaiser Permanente, John Deere, Trek, Under Armour, Steelcase, NEC, and United Airlines
Senior Project Manager
Director, Global Communications | UNDER ARMOUR
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