Puma gets social for 60th Anniversary campaign

Shoe brand Puma is turning up the social heat on it's latest online campaign in the hopes of drawing in both new and old customers. To celebrate their 60th year in business, the shoe moguls have launched the Past Masher which allows consumers to mix and match more than 60 years of athletic styles.

by Kristina Knight

The platform allows consumers to upload a personal photo and then to mix and match styles to create their own Puma People. The brand partnered with Beam Interactive to create the application, which invites consumers to return again and again to update their avatars. There are more than 45 million possible combinations from which to chose and consumers can make notes or post comments about their creations and exported to Facebook and Flickr.

Dave Batista, ECD and Partner at BEAM said, "The idea was to make it easy to achieve a natural looking visual - the kind that makes people smile or even freak out a bit."

By creating a social space for consumers to create and share, Puma has easily integrated their brand into potentially millions of shared links and content. Each avatar created will wear Puma branded clothing, giving the brand an extra push with each social upload.

Tags: Beam Interactive, brand marketing, Facebook, Flickr, Puma, social branding, social marketing, social networks