Case Study: Puma drives engagement and in-store sales with The Martin Group’s Sonic Ring Hunt experience

Puma drives 2.2 million impressions with The Martin Group

The Martin Group partnered with Puma to launch a sneaker collection tied to the Sonic the Hedgehog film. The challenge was to capture the attention of key demographics and drive product sales for the exclusive Foot Locker release of the RS-X3 sneaker by creating a moment at the intersection of pop culture and sneaker culture.

To meet this challenge, The Martin Group developed the Sonic Ring Hunt, an experiential activation using a Snapchat lens that allowed users to capture digital rings to win prizes. This solution brought the spirit of the game and movie to life, tapping into nostalgia. The vendor also executed a deep influencer engagement campaign across multiple social platforms. The results were highly successful, generating 2.2 million impressions, over 370,000 engagements, and a 284% earned media return on investment.

Puma