Best proprietary property (consumer) Archives - Page 3 of 6 - Event Marketer
Lion Nathan Brewery Forms a New Sport—Beach Cricket
Lion Nathan Brewery and its XXXX Gold beer brand wanted to leverage Australians’ love of cricket, but its main competitor had a long-standing relationship with the national team and a virtual lock on major domestic and international competitions. So it created an entirely new sport called beach cricket. Twenty-three legends of the sport from Australia,...
Animal Planet’s Expo Brings a Theme Park to the People
To promote Animal Planet and Discovery Communications brands, the Animal Planet Expo hit the road taking its very own mobile theme park to the people. Stretching for 100,000 square feet, the mobile park offered families and pets activities tied to shows on Animal Planet. The tour traveled on two tractor-trailers, two 24-foot box trucks, a tow...
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...
Nike Targets Active Females with Charity Run
Targeting female fitness enthusiasts, Nike created the women’s marathon as a fun event for women that would also raise awareness (and funds) for the Leukemia & Lymphoma Society. Nike used email campaigns and direct mail to spread the word pre-race, and about 15,000 runners participated in the San Francisco event. A Nike Expotique in Union...