The Puma Social
Attended the Puma Social, an after-hours bowl at the Cosmic Bowl Mid Valley last week. Apparently this Puma have the after-hours category. The Playerz, The Hot Stuff, PicFreak etc. Well, to find out which category you are, do login to their website at puma-social.com.my 
The event was attended attended by members of the media and a host of PUMA Friends such as Jay Menon, Suki, Dennis Lau, Phat Fabes & Ben, Jason Phang, Jeff Chin, Chermaine Poo, Roshan, James Baum, Aric, attendees were introduced to the elements that make up PUMA Social’s latest campaign, which include a personality test and “pimped-up” version of its latest social sports – BOWLING.
First launched in April this year, the campaign is hinged by a number of elements including a mood video; cheeky in-store adverts; and a PUMA Social website that fuses PUMA-created and user-generated content that is updated dynamically on the site. The website is designed to make it easy for PUMA Social-ites across the nation to share their own competitive scoreboards and connect with other users via a host of social media platforms such as Facebook, Twitter and FourSquare.
On an on-ground level, consumers were introduced to the campaign via a fun and interactive club event, known as the PUMA Social Club Tour. Entitled “Here’s to the After-Hours Athlete”, it paid homage to the champions of late night games i.e. foosball, ping pong, darts and arcade games, and applauded accomplished individuals who enjoy the smell of victory and the agony of defeat, whilst keeping track of their life’s Scoreboard.
This time round, the club event is known as the PUMA Social Club Nights, where Malaysian after-hours athletes will be given the opportunity to experience PUMA’s quirky interpretation of bowling at designated corners within each participating club. The club events will not only take place in the Klang Valley, but also in key market centres such as Penang, 2 December at Fuel, Autocity; Melaka, 9 December at Movida; Johor Bahru, 10 December at Hola Pub & Bistro; and finally, Klang Valley, 25 November at Ecoba, Damansara Perdana and 26 November, Movida, Sunway Giza. The grand finale will take place on 16 December 2011, also at Cosmic Bowl – the place where it all began.
There are a total of eight (8) personality group types: Playerz, Top Shots, Picfreaks, Hot Stuff, Songbirdz, Wigglers, Bottom-uppers and Foodies that they will fall under. Depending on their answers, consumers will be lumped into these respective groups, where they will be given the opportunity to battle it out amongst themselves at the PUMA Social Finale Party. Upon determining
their personality types, consumers will need to RSVP their attendance for the finale, before they are given PUMA vouchers worth RM20 each. Consumers who utilise these vouchers and purchase PUMA products worth RM120 and above before the PUMA Social Finale Party will automatically be upgraded to VIP status, where added privileges will be provided to them on that day itself.
“We decided to embark on a social platform this time around as it ties back nicely to the concept of an after-hours athlete. Most, if not all, after-hours athletes are social media-savvy, and what better way to inculcate PUMA Social’s brand personality than to reach them through a medium that they not only enjoy, but also binds them,” says Gabriel Yap, Head of Marketing, PUMA Malaysia.
“PUMA pioneered the idea of SportLifestyle and built our brand on having fun. With PUMA Social, we are continuing to honour groups of friends who know the joy of playing sports at the bar rather than at the gym. The campaign shuns the serious nature of organised sports and celebrates social sports that are timeless and authentic,” he added.
A full listing of events, venues and dates will be released and updated on www.puma-social.com.my. Become a
fan on http://www.facebook.com/pumamalaysia for immediate updates on the events happening for Puma Social.
Partners for PUMA Social’s latest campaign include Carlsberg, Jagermeister and Cosmic Bowl.
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