Valorem Consulting

| Tags: Microsoft Surface, Retail, Silverlight, WPF

IdentityMine worked with New Balance’s Digital Agency of Record, Almighty, to create a fun and engaging NUI interaction for Boston Marathon Expo visitors

New Balance took advantage their dominating presence at the 115th running of the Boston Marathon by showcasing an exciting new product with an interactive touch application developed by IdentityMine in partnership with Almighty. The application was built for Microsoft Surface using WPF.

Almighty New Balance Surface IdentityMine
Almighty New Balance Surface Screen IdentityMine
Almighty New Balance Boston Marathon Surface IdentityMine

The application featured a variety of engaging content surrounding the marathon, new product and advice on improving a runner's form. Users were able to get an inside look into the development of New Balance product, get a local's view into the Boston Marathon race, learn how to improve their running form and experience the “Let’s Make Excellent Happen” marketing campaign first hand; content also included interviews, images, videos, race-day details, spectator tips, local information, and in-depth runner tips.

"We wanted to create a unique branded experience that invites people to interact and play,” said Javier Roca, IdentityMine’s Creative Director.  In just three days our expert UX designers team, were able to deploy our methodology to get familiarized with the target users and the brand. We then developed user flows and detailed design specifications that allowed us to deliver an innovative, usable solution that help build strong relationships between potential customers and New Balance.

Erik Pelletier, VP Digital Engagement at Almighty, adds, “The Surface was positioned next to a try-on wall of the 890, New Balance’s lightest-in-class neutral cushioning shoe. We were thrilled to see how many people tried on the shoes after interacting with 890 Surface content, which included behind the scenes insight into the product’s design and development and lighthearted comparisons of the shoe’s weight to everyday objects.”

Pelletier adds, "IdentityMine has proven to be a quick and agile partner. They did an exceptional job taking our content and helping us translate that into a very useful and tactile experience for our users using the Surface table."

IdentityMine was pleased to be a part of the New Balance “Let’s Make Excellent Happen” campaign, which aims to motivate runners to reach new levels of personal performance.

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