Brooks Sports Exhibit Goes Foot Loose and Digital - Event Marketer

Brooks Sports Exhibit Goes Foot Loose and Digital

DB_Brooks2_2013 ETA
Brand: BROOKS SPORTS
Agency: 5CELSIUS
Awards: EVENT TECHNOLOGY AWARDS — BEST COMBINATION OF EVENT TECHNOLOGIES (B-TO-C)
Year: 2013

The mechanical bull-style shoe may have caught attendees’ attention, but it was just one of many live+digital experiences at the Brooks Run Happy Island exhibit—part of a three-year program designed to get shoes into the hands (and on the feet) of consumers. Central to the 6,000-square-foot experience was an improved lead collection system (it had been on paper the year before).

The digital experience began at the “Customs” booth where visitors signed up through an iPad interface and answered several questions to gauge their running expertise and interest. The interaction generated a lead profile of the user maintained by a custom QR code that was printed and attached to their Run Happy Island passport, which they could take with them to ­each station within the Brooks booth, including the popular gait analysis experience. If the guest visited the shoe wall within Run Happy Island, their QR code was scanned, allowing the employee to quickly assist them in trying on shoes that were hand-picked for their running style.

Half of people who received an analysis visited the shoe section; 25 percent purchased a new pair of Brooks shoes (doubling projections).

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