Case Studies >> Select Client List <<< See More >>>

The Challenge Brooks® Sports, Inc. is a leading running company that operates on the concept that runners should "Run Happy." When you are running in a pair of Brooks you are in your very own "Happy Place", and it wanted to let the current and potential Brooks customer get into the "Run Happy" brand experience and experience that "Happy Place." The promotion also needed to elevate the Brooks brand concept at the store level and showcase Brooks products - both in-stores and online -- as well as to expand the potential customer list by driving people online to register and add their emails to the Brooks email list. The Solution The "Win Your Run Happy Place" Promotion ran from 3/1/09 - 3/31/09 and was executed as an online Instant Win Game with daily prizes. The promotion was advertised with targeted online ad banners on websites such as Runner's World, email blasts to current Brooks customers, and placing in-store collateral at 182 participating running specialty stores that carry Brooks running shoes. Stores gave away fun 'peel and stick' sticker cards that provided a code to play the online Instant Win Game, and included stickers depicting prizes that could be placed as desired on a "Happy Place" cabana image. Consumers were driven to the "Win Your Run Happy Place" website that allowed consumers to register and "spin the wheel" to see if they won that day's Instant Win prize. Everyone also received one automatic entry for the chance to win the Grand Prize drawing (a "Happy Place" cabana filled with additional prizes) for each day they spun the wheel. To drive consumers to stores, participants doubled their number of entries in the Grand Prize drawing if they entered their nearest participating Brooks dealer location and their special sticker code (obtained in stores or online). The Results Over 24,000 people participated (compared to only a few thousand in a previous Brooks promotion). Over half of the participants came back to the site to try for a daily prize at least 15 days of the 31 day promotion. 100% of the 182 running stores that participated had consumers that visited their stores enter the promotion. 45 of those 182 stores generated 500 entries or more. More than 60% of the participants opted-in to the email list. This resulted in over 14,500 new email addresses being added to the Brooks email list.