On Board Entertainment Archives - Event Marketer

On Board Entertainment Archives - Event Marketer

December 15, 2015

Nike Targets College Kids with Three-Pronged Strategy

In the fall of 2009, Nike took over the University of Southern California’s campus to appeal to the students with a running event, charity fundraiser and piggyback on the upcoming football game with conference rival Oregon State. The multi-platform event revolved around three main activations: the Nike Hub at Phi Psi, a Nike-dedicated space within...

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November 18, 2015

Nike Picks Partners for its Women’s Marathon Expotique

Creating one’s own proprietary event property for 20,000 consumers isn’t for the faint of heart. It’s a massive, risky undertaking. But Nike adhered to two key strategies that serve as best practices for any brand thinking about creating its own proprietary event.   First, Nike was ultra-picky about the partners it brought in. “The Expotique...

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November 18, 2015

Nike Women’s Marathon is Part Spa, Part Girls’ Night Out

Female runners aren’t just male runners in pink shoes. They’re just as serious about kicking ass on race day as they are interested in looking good and feeling good while they’re doing it. Leave it to Nike to once again prove its branding prowess by recognizing its target’s unique differences, and then celebrating them to...

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