Nike Targets College Kids with Three-Pronged Strategy - Event Marketer

Nike Targets College Kids with Three-Pronged Strategy

DB_Silver_Nike_2010 Ex
Brand: NIKE
Agency: ON BOARD ENTERTAINMENT
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2010

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 an active fraternity house on USC’s Greek Row; the 2009 Nike+ Human Race 10K in Los Angeles, known as the “Day the Trojans Raced the World”; and the Ultimate Nike Tailgate before the USC-OSU football game. In the eight weeks prior to the game, Nike hired 16 student brand ambassadors to act as staff, pace leaders, Nike+ coaches and race participant recruiters.

All told, more than 8,000 students ran in the races and helped raise in excess of $40,000 for the charity.

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