Objectives:
- To build awareness and consideration for Nike
- To create a presence for Nike at multiple locations within each market
- To drive consumer traffic to NIKETOWN Boston & NIKETOWN NYC
- To increase retail sales over the four day race weekends at both retail stores
Solution:
Total Event Solutions provided staffing and on-site event management support for Nike at the Boston and NYC Marathons over the 4 days leading up to race day. Event Staff were identified and placed at different components for Nike based on their skill sets and how those skill sets would be best showcased at each location. All Staff received pre-work training on Nike, the Nike+ Program and on all aspects where Nike would have a presence surrounding each marathon so they could act as true Brand Ambassadors for the Nike brand. Total Event Solutions Staff managed a Pace Bracelet station within the Marathon Expo, encouraging runners to sign up for a free Pace Bracelet from Nike and promoting Nike’s retail activities at the Expo along with the NIKETOWN location. A Nike Street Team was deployed throughout Boston & NYC to distribute NIKETOWN bounce-back cards to consumers in an effort to build awareness for the retail stores and drive consumer traffic there over the 4 days. In NYC, Total Event Solutions also provided on-site support to promote a free Nike Shuttle which took runners back and forth between the Marathon Expo and NIKETOWN each day and provided promotional support at two retail locations promoting the Nike+ Program.
Results:
Nike created a highly visible presence and linkage to both races that resonated with runners and spectators alike. Total Event Solutions ensured that runners were touched by the Nike brand at multiple locations throughout each city over the 4 days leading up to race day. Whether it was Nike’s presence at the Expo, shuttling runners to and from NIKETOWN, receiving promotional information from a Nike Brand Ambassador at one of the retail locations or receiving a bounce-back card from one of the Street Team members, all runners were positively influenced and impacted by Nike’s activities at some point each day.
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