PUMA, a brand renowned for pushing the limits of sports advertisement has been tattooing its stars at Euro 2008. To promote its new site www.xrayplayers.com players like Mauro Camoranesi have worn transferable tattoos to get the attention of their public.

As tattoos on players arms are not the easiest to see, Dubit was tasked to draw awareness to these and ensure they created discussion and debate online amongst the key target audience of 16 – 24 year olds.

From the Dubit Panel we quickly identified, recruited and briefed a small team of existing PUMA brand adorers aged 16 – 24.

Their task was to:

• Raise awareness about PUMA’s PR stunt involving Camoranesi.
• Encourage conversation and gage feedback about the stunt.
• Explain the theory behind the tattoo.
• Drive traffic to www.xrayplayers.com

Each Brand Ambassador targeted 10 different high traffic sporting message boards to achieve their goal, as well using emails and social network posts to engage their peers.

With just five days to plan and execute the campaign, the reach of the activity exceeded 20,000 people across 70 web-sites bringing it to the attention of and creating much awareness and debate among those not so eagle eyed watchers of Euro 2008

Return To Newsletter