Brooks Sports sizes up new shoe with multichannel marketing campaign
Published July 30, 2010
On July 26, athletic shoe maker Brooks Sports launched a new multichannel marketing campaign promoting its latest running shoe, the Ghost 3. DMNews reports the campaign integrates multiple marketing platforms, including mobile, direct mail and sweepstakes.
Brooks issued more than 10,000 direct mail pieces to registered customers of sports retailer Finish Line. The mail pieces contain two-dimensional barcodes that, when scanned by a phone's camera, enter the recipient into a sweepstakes.
Additionally, should consumers opt-in, Brooks is sending updates and video about the Ghost 3 to their mobile devices once they enter the sweepstakes. The sweepstakes offers shoes and gift bags as prizes.
The objective of the campaign is to interact with consumers in a new and engaging way. "From there, we hope the conversation leads to consumers wanting to learn about the smart tag technology and ultimately, about Brooks and our products," Dayna Berger, retail programs manager at Brooks, told DMNews.
Shoe manufacturers are increasingly finding value in mobile marketing. According to the Los Angeles Times, Nike is using Apple's iAd network to reach new audiences.