When New Balance first sponsored the National Scholastic Athletics Foundation’s Nationals competition in March 2011, the sportswear brand realized that none of the athletes were wearing New Balance gear. That was a problem.
New Balance decided to get building and bet that small could add up. Along with its agency Almighty, the brand built an app and let every athlete connect their bib number to their Facebook profile. For the next three days, everything they did on the track found its way to the people who care the most about them. New Balance connected start times and start lists to trigger posts notifying athletes’ networks minutes before they would appear on the live stream. New Balance tagged athletes’ finish photos and race videos so that their networks (family and friends) could share the experience. Real-time results were posted to athletes’ streams. Next, New Balance built profile pages for each athlete that contained all their content, across multiple meets, that they could access anytime.
“What we learned was kids will connect with a brand, but they need a very compelling reason to do it,” said Stacey Howe, director of global digital marketing at New Balance. “If you figure out what is purposeful to them and then deliver on that promise, it will spread.”
With 3,000 athletes competing over three days, New Balance averaged 137,000 page visits to Facebook, 233,000 photo views and 40,000 event video views. Also, this summer, when New Balance repeated the program for the fourth time, there were tons of kids wearing New Balance gear. Additionally, one year after the first effort, New Balance got 35,000 new likes on the New Balance National Facebook page.
“We were basically creating content for the athletes and their loved ones, and people are really happy about it,” Howe said. “The success in this event is about the athlete as a participant in a social experience and not just the audience or a source of content. They are crafting the experience and telling us this is how we want to work with you.”
This charging company wants to reach electric vehicle drivers with digital displays
A company that makes charging stations for electric vehicles, Volta, is aiming to attract current drivers to electric vehicles with its educational ad spots through its social media channels, website, and OOH network.
TikTok claims to clean up its feeds as it increases the removal of fake accounts, ads and pre-teen users
Tens of millions of fake or underage accounts, millions of ads and more than 100 million videos were removed in Q2 for violating TikTok’s policies.
Member ExclusiveDigiday+ Research: Brands and agencies agree they are confident in Google, but differ on ad spend
Digiday surveyed 90 brand and agency professionals in the third quarter to find out how their marketing spend lines up with their confidence that Google drives success as a marketing channel.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
Tech firm touts new way to generate first-party data for agencies, publishers without privacy-compliance issues
FullThrottle’s Audience Flume product has been in market for more than a year, but is just being formally rolled out. The company is still awaiting a formal patent.
Skills shortages and legal uncertainty curtail marketers’ in-house ambitions for programmatic
IAB Europe survey reveals a significant in-housing slowdown with only 16% of marketers employing it as a model for programmatic trading.