Sportswear brand Puma has created a personalised application to engage key target markets, including Australia, as an extension of its global campaign, Puma Social.
The Puma Dream Team App campaign has been launched in select Asia-Pacific countries (Singapore, Malaysia, Australia, Taiwan, Philippines) as part of the Puma Social Campaign celebrating "teammates".
The app allows users to create their own Puma Social Dream Team via Facebook, by identifying “team roles” based on the social activities logged into Facebook in the past few months.
By analysing Facebook friends, photos, status updates and check-ins on Facebook, the app analyses the user and friends into one of many social dream team characters.
Additionally, the app also offers fun social facts, such as, who likes photos the most, who has checked the user in the most, etc.
Finally, users trialling the app will also receive a 40 per cent off discount voucher to be redeemed at any Puma concept store at the end of their session, which is valid until the end of July 2012.
Puma lifestyle marketing manager Sophie Ericksen said the campaign, while created to attract customers to the brand, also signifies Puma's stronger focus on digital going forward.
“As we are all aware, we're right in the middle of a digital and social revolution where more and more people rely heavily on online content and interact using social media channels. It just makes sense for us to use digital and social media to communicate Puma Social at this point,” she said.
"In Australia, we're also currently tapping the online community or webisphere in order to create documentary style content pieces that are relevant and engaging for our target audience, but which also tie back to the theme of teammates. "
Ericksen added that the the Puma Social Dream Team app also spruiks the Puma autumn/winter 2012 collection, featuring the apparel as the "official gear of the teammates", with product images and description incorporated within the app.