We decided to hack Bolt’s performance on track and transform it into something closer to the Brazilian culture: Dance moves

Using an exclusive technology system and the data from 285 videos from Bolt’s celebrations, we convert the athlete moves into a fun choreography for people to dance along and compete with Bolt in a Brazilian style.

We develop a game where people were able to engage with the brand in a playful way while interacting with a 3D version of one of the most high-performance Olympic athletes of all times.

Without an exclusive Puma store, we created a brand space to set the dance competition at a buzzy shopping mall in Rio de Janeiro, close to sports stores where Puma products were available.

We created a stand where people could interact with a digital version of Usain Bolt, to do that we used various LCD screens that gave the user the sensation of competing with a real-size person.

Our digital art team created the 3D model of Bolt using an exclusive technology system that analyzed 285 videos of Bolt, recreating his moves and combining them into a choreography.

Using Kinect people would interact with the game and compete with the athlete.

As soon as people arrived at the brand stand, promoters would invite them to register in the game, allowing Puma to collect personal data and information and increase its customer database.

At the end of the game, a photo was taken stimulating people to share their experience on social media.

In 20 days more than 5.000 people danced along with Bolt, in an average of 40 participants per hour.

The participants used social network to share their experience dancing with Bolt, generating conversation about Puma during the games.

There was 23,568 interaction through social media about Bolt’s Moves without any paid media. Puma’s Facebook page had a 50% increase in interactions compared with the previous month.

And even without significant media investments, we were able to increase unique visitors on the e-commerce by 103,27% and increase revenue by 148,5%*. A real Olympic record.

At the end of the games, athletics were the sport without a strong Brazilian competitor that generated most buzz among Brazilians.

We achieved much more than brand exposure during the Olympic Games. We managed to create a ground-breaking experience among people, Bolt and Puma.