New Balance Passports Sweep Consumers off Their Feet
Proving events can indeed push volume—“It taught us an amazing amount,” says NB head of marketing and promotions Karin Piscitelli—New Balance used its sponsorship of the LaSalle Bank Chicago Marathon to ring cash registers at retail.
Customers who spent $100 on New Balance product at any of 25 participating retailers received a New Balance Marathon Passport, which allowed access to three exclusive viewing areas along the marathon route, including a grandstand at the finish line. The brand provided free shuttle service to transport passport holders among the New Balance Nation spots.
Retailers dished out 4,000 passports leading up to the race, of which 1,500 were used on race day. Leading up to race day, New Balance touted its sponsorship around Chicago via mobile billboards, live statues and building projections in high-traffic areas. At the pre-race expo, visitors to the New Balance booth could play the If the Shoe Fits game for a chance to win prizes. More than 800 customers tried on shoes as part of the game, and booth sales shot up 11 percent over the previous year.