This is marketing activity called “PUMA Social” which is opened by PUMA, the famous shoes business.The aim is to promote new ideas which is never heard of by people, and they called–“after hour athletes” I hadn’t really heard of “after hour athletes”,and the so-called “after hour athletes” meant that it was lasting for long for indoor sports facilities in nightclubs or at night,such as bowling, foosball which is often played in bars,” gingerbread circus “??
“After hour athletes”,this keyword,if you search in Google, you will find all the articles is about PUMA.It is thus clear that PUMA creates something out of nothing. Like Nike, Adidas,they run constantly ads with sports in similar means. Puma’s concept of “After hour athletes” is obvious to seek new customers.Obviously, PUMA hopes that everyone goes to “nightclubs” and they also start to consider in full Puma’s shoes and clothes. However, PUMA always wears like sports,and the nightclubs are not an athletic place,how to do? So PUMA really creates something out of nothing and point the concept of “After hour athletes”.
Except for a “minisite” marketing site, this activity also includes a little software called Life Scoreboard which contains Internetwork and mobile phone. That is to say, this little software is easy and useful scoring software which makes you play boomerangs and foosball in nightclubs. They all can score. While you score, PUMA has an opportunity to trumpet the marketing concept of “after hour athletes” for you.
Once upon a time,everyone went to nightclubs. The feeling of going to nightclubs is to play,have meals, drink and it is never thought they were to sport. But,when PUMA began to promote this new concept, slowly, some people would consider going to nightclubs as a kind of sport. So they wore and tended to dress up sport. In this time, the sales volume of PUMA would increase and this is real purpose for PUMA.? With enough strategies, the next has a series of matching. PUMA not only seek another monarch in image, but also they introduce new products which are to match the position of “after hour athletes”. According to the articles, PUMA introduces the table tennis bat and the other new chalk billiard table which van use chalk to scrawl.
I still don’t see what this merchandise is, but I can imagine that PUMA use very large equipment (tennis tables) to take own brand into each nightclub from the beginning of tennis and write a big “PUMA” on the table and they use such a large activity (it is sure that is very noisy to play table tennis and people will crowd around.) to attract everyone come to play.
Most of the night bars have no table tennis. Now, PUMA add a set. Some nightclubs have enough big space and people will follow to buy one to play cool. From these, we can feel that Pumas marketing head really override on the other sports brand in this situation.
We can say that PUMA is the highest realm of marketing. They can use marketing to add a group of customers in the place which has no customers.