New Balance

Projection Mapping On My New Kicks.

Projection mapping on buildings, and products is quite the rage these days it seems. Outside of the United States that is. I’ve seen this kind of thing in Vegas being done by companies like Monster Media, but nothing like they are doing in Europe and Asia. The process isn’t that difficult to do anymore thanks to major advances in hardware and software over the last few years, which might explain why we are seeing more of it these days.

New Balance hired Smithssi and Flurry Interactive in Korea to create a projection mapped project for a new shoe they will be releasing later this year. I’m not sure where this will be applied, but I could see it being used in store fronts and in store displays to promote the product. What would be really interesting is if they combined this with an application built using something like processing to create an interactive experience, based on human contact with the shoe, and it’s position to the projection source.

This however shows how simple and easy, and effective projection mapping is, and why you’ll be seeing more of it in the near future.

The New Balance 365 Video and Social Media Campaign.

Mother New York has created a new marketing campaign for New Balance in collaboration with film director Jesper Kouthoofd. The campaign is built around a collection of 365 short films that explore the term “Balance” from a number of perspectives.

The website is broken down into a series of easy to understand categories. Months are spread across the top of a numbered visual grid that holds a film for each day of the month. On the left, there are 3 sections, one for today’s short, an archive link for previous months, and a link to an iPhone application that allows New Balance to push content directly to your iPhone. The iPhone application is an audio-visual alarm clock, and according to New Balance, the worlds first for the iPhone letting the end-user set it to receive a new video delivered to them every day.

Every day each month a new film is loaded to the site or pushed to your phone helping to keep the New Balance brand fresh in your mind and engaging the consumer. The site moves beyond a simple passive marketing campaign asking views to share the videos on a variety of social media sites helping to integrate the campaign in online locations that connect directly with their target audience.

In a brilliant move New Balance has partnered with a number of online retail sites allowing visitors to purchase any of the shoes featured in the videos. By offloading the purchasing process to partners like Zappos, and Nordstrom’s, New Balance shares in the profits without having to manage an online commerce site.

My only knocks to the overall campaign are this. Why didn’t New Balance allow you to do the following with the iPhone application:

  1. Purchase shoes from the iPhone application?
  2. Share the videos from the iPhone to the same social networks as the website?
  3. Mark specific videos as your favorite like the website does?

Those three missed opportunities could have really pushed this to the next level.