So to give consumers a reason to run into their NYC Experience store, New Balance has created a competition that requires a smartphone, some strategic thinking and a strong sprint. Using the Urban Dash app consumers receive daily notifications of virtual batons throughout NYC. The app’s location-based software tracks competitors and the first person within 100 ft of the baton can ‘claim’ it. Once you have possession of the baton you need to sprint into the New Balance store in the Flatiron district to claim your prize. Look out though, other competitors can track the baton’s progress and can virtually snag it from you! The first person to the store with the baton in tact wins an exclusive pair of NB sneakers and the runner with the most batons brought in over the period of the contest wins a 14-karat gold baton worth $20,000. Okay, so the end prize is a bit hokey, but its an interesting way to get consumers into the store and advocates of your brand. 

(Source: newbalance.com)