CHALLENGE
Educate & engage marathon runners about the benefits of COOLMAX® focusing on 6 unique brands for men, women & children alike.
STRATEGY
Select markets & marathon expos were chosen based on runners’ individual abilities & acceptance of new training gear & information into their personal training routines. A detailed survey was developed with sock sampling offered in return for completion.
OUTCOME
Over the course of the program, more than 3,000 runners were engaged in person by knowledgeable brand ambassadors. On average, for every one pair of socks sampled, 3 were purchased. A running blogger posted the survey featuring the sock sampling leading to a viral response & the distribution of over 30,000 more pairs of socks. The program resulted in nearly 40,000 total respondents, along with all the data associated with the runners’ preferences.
