If you could have any super power, what would it be?
That was the question at the heart of our launch campaign for PUMA BioWeb in Australia and New Zealand. Utilising the global brand positioning, ‘Superhero style. Mask not required.’ we asked sneaker-freaks and sportos alike to Tweet and Instagram their ultimate superpower for the opportunity to win part of a ‘bulging spandex package’ of prizes.
Thousands used the #mysuperpower tag on Twitter and Instagram to join in, with the answers ranging from the classic (x-ray vision) to the practical (reading a girlfriend’s thoughts).
Every year, the Australian music industry flocks to the ARIA awards for one reason. A love of music. For musicians, fans, producers and promoters, it’s this love of music that brings them all together. And it’s also what led us to develop the 'United by Music' Aria brand positioning line.
United by Music was launched with our build of the ARIA website, but it quickly took on a life of its own. #unitedbymusic became the official hashtag for all social conversation around the ARIAs in 2013, and for supporting Australian music on a global scale. The campaign continued with a series of international music stars posting photos of themselves wearing Aussie band tees.