For New Balance, race events present an enormous opportunity to put running footwear in the hands of a discerning audience with a seemingly-endless appetite for product information. Marathon expos, in particular, attract a highly-engaged group of runners in search of both a performance edge and a better running experience.
To help create opportunities for real dialogue and engagement in the sensory-overload environment of an expo hall, Almighty developed an experience for New Balance using Microsoft Surface designed to allow runners and event visitors a unique view into the brand's product development.
Debuting at the 2010 New York City Marathon, the Surface experience featured a comprehensive guide to the race route, the forthcoming NB Minimus line of minimalist footwear, content outlining a partnership with Good Form Running, and a feature on the RevLite shoe technology. Visitors were invited to engage the touch-screen table by either navigating with their hands, or triggering content by placing RFID-enabled shoes on the console itself. Discussion invited by the shoes themselves provided the ideal opportunity for New Balance associates to use the Surface experience to further share the product stories.
