Are you the PUMA Social Playmate?

Hi Huneybees,

In Puma’s AW 2012 Play campaign, PUMA takes PUMA Social out of the after-hours and into the everyday moments of joy. Enter the PUMA Social ‘Playmates’. PUMA believes that life is meant to be played and it’s during times when daily life becomes too mundane that Playmates are inspired to break out of the norm and transform the city into an urban playground.

Playmate is more than being a team player – he/she is spontaneous, always game for any challenge posed – either to complete it in finesse, in style or in sharp wit. And each Playmate brings a unique trait to the team.

The Captain, the Kung Fu Dancer, The Foodsnapper and Dynamic Duo - It’s when they are together that the outing gets more fun. Without a doubt they’ve got the city all figured out with their favourite places to play. But surely there’s always something new to discover.

This season, PUMA created the ultimate Urban Play Kit and a series of pop-up challenges around the island to inspire Social Playmates to get more fun out of the city and discover more reasons to play.

Some key products of the AW'12 collection.

To foster urban play, the Ultimate Urban Play Kit and the Puma Social Play Machine are specially created alongside a 40ft PUMA Play Bus that will host a series of pop-up challenges island-wide in the search for the ultimate playmates who achieve high scores on the Play Index.

 Below are 3 activities specially created for this campaign: 

PUMA Social Play Machine

The Play Machine is a Facebook app that aims to inspire people to play in the city. It generates a variety of everyday play tips and phrases that’s worth sharing with friends. It also creates a Play Team for the user based on their recent Facebook activities.

The user takes on the role of the Captain, the leader of the team. Once the user clicks ‘Play Now’, the app generates three Playmates from the user’s Facebook friends. Each Playmate is assigned a fun monicker or Playmate trait based on their social activities in Facebook with a suggested PUMA footwear, accessory or apparel fit for play. The user can also tag these Playmates so they can join the action and try the Play Machine themselves.

The user also has the option to ask Facebook friends if the suggested PUMA Play gear suits him. By clicking ‘Ask My Friend’, a message with the product image will appear on his or her Facebook wall and friends can like or give their comments – initiating a fun, light-hearted conversation amongst friends.

Puma Social Official Play Guide

Introducing the PUMA Social Official Play Guide, it’s a fun and interactive mobile city guide that lets Playmates discover the places to play, eat and to have fun in the city, day or night. Playmates’ city knowhow will be put to the test as some never been uncovered play spots are also thrown in this urban map.

Users simply need to scan the QR code on the printed map using their smartphones and will automatically be led to an interactive mobile app. Here they are given easy challenges about play spots around their city. Each correct answer lets them advance on the map. A special prize awaits if they accomplish all eight challenges. An exclusive limited offer is up for grabs if they answer the Captain’s bonus question.

The printed map is a collector’s piece on its own. On the back is a special artwork by renowned French street artist and illustrator Keflione (aka Keflouis XIV) with his rendition of ‘turning cities into urban playgrounds’.

The QR code can be scanned from flyers at the following locations:

1) PUMA Marina Square
#02-153/155, 6 Raffles Boulevard, Singapore 039594

2) PUMA Ngee Ann City
391 Ngee Ann City #B2-15 Orchard Road, Singapore 238872

3) PUMA ION Orchard
#B2-23, 2 Orchard Turn, Singapore 238801

4) PUMA VivoCity
#01-65, 1 Harbourfront Walk, Singapore 098585

5) PUMA Corner OG People's Park Level 1
100 Upper Cross Street, Singapore 058360

6) PUMA Somerset
#02-10/13, 313 Orchard Road, Singapore 238895

7) Zouk
17 Jiak Kim Street, Singapore 169420

8) The Butter Factory
Fullerton Hotel 1 Fullerton Square, 049213


Puma Social Play Bus

With its own open upper deck, this 40ft long bus will be at various cool hotspots around the island looking for Playmates game enough to participate in Puma Social Playmate Challenges. 

These challenges will be across 3 categories of Playmates – The Foodsnapper, Dynamic Duo and Kung Fu Dancer, spanning across 4 levels from Novice to the ultimate Playmate level.

Simply spot the PUMA Social Play Bus from 28-30 Nov at the following locations and dates:

28^th  Nov

Noon – 2pm, Kallang Leisure Park car park

6pm – 8pm, Big Splash car park, East Coast Park

29^th  Nov

Noon – 2pm, Car park in front of Blk 203 Toa Payoh North

5pm – 7pm, West Coast McDonald’s

30^th Nov – 2^nd  Dec

Open daily from Noon – 8pm,

*SCAPE Playspace, Level 1

Take on a challenge and stand a chance to win hampers, prizes and cash vouchers from Zouk, Sony and Puma worth more than $2500. Come join us as we search for Puma Playmate of the Year. Who knows, it might just be you.

For more information about PUMA Social, check out puma.com.

For updates, follow @PUMA on twitter and LIKE PUMA Singapore on Facebook