Challenge
To extend the reach of the Nike Run Hit Wonder fun run event and training program to the gay & lesbian market in Los Angeles.
Solution
It was time to get the gays running! On short notice, New Avenue jumped into the already-in-motion program and developed an authentic “of and by the community” solution to build awareness of and excitement around the Run Hit program. With quick work, the on-site event experience was catered to the target market with relevant activities and a local icon as hostess. The Spirit Sisters, five fabulous drag queens decked to the gills in Nike wear, were created by New Avenue to act as ambassadors for the Nike training program and Run Hit Wonder fun run.
Using the Face Forward marketing approach, a peer-to-peer campaign was created to spread the word.
- Street Swarms
Teams hit the neighborhood during peak hours running the boulevard, engaging consumers and spreading the word about the Nike Run Hit Wonder race - Street Teams
Uniformed staffers were out in full force talking to consumers where they work and play; hanging posters, securing brochure placement and encouraging participation - On-line
The Nike West Hollywood training program and the Run Hit Wonder race blasted the Internet. From community billboards to chat room infiltration to massive targeted viral email blasts…New Avenue spread the word!
Results
The program exceeded the client goals, reached the target audience, received local and national gay press and was expanded for the following year.
Goooooooooo Spirit Sisters!