H&M Poland recently held an immersive marketing activation in the form of a fitness event that helped promote the brand's new athletic wear collection. Held at a high school gymnasium in Warsaw, the event invited consumers to attend an intensive Crossfit-inspired workout class led by local trainers in order to receive complimentary pieces from the H&M Sports line.
An event designed to transport participants back to gym class as a child, H&M Sport Camp aimed to highlight the versatility of the new athletic wear collection and was held on January 23 and 24, 2016.
The event was organized for H&M Poland by integrated marketing agency Plej, who conceived of and oversaw the entire creative event concept. As consumers become more savvy when it comes to purchase decisions, many brands are investing in interactive events that provide meaningful scenarios for product education.