Experiential marketing to endurance lifestyles engages some of the most memorable moments a person will ever experience, and places brands in a position to thrive.
Imagine the feeling experienced at the end of a marathon, often described as a euphoric, out of body experience. Envision the emotion felt when completing a cycling century ride and the sense of pride that accompanies such a feat. These are the opportunities that hawkeye Sports and Entertainment (hSE) has been using to elevate brands since 1999. Your brand could be next.
The first thing to keep in mind when developing experiential marketing to this group is that healthy active living is not a trend, it is a lifestyle. This group is certainly appealing with an estimated 100 million health conscious consumers seeking new, unique, innovative ways to strengthen their entire being: body, mind and overall health.
There is no doubt that this rapidly growing consumer segment is one of the most attractive for brands looking for meaningful engagement. However, without the right strategy, message and execution, a brand has no chance for meaningful engagement. And once this group has determined that a brand is not authentic, or being forced on them, restoring a brand’s reputation is a lengthy and difficult proposition.
Running the Gauntlet
hSE has elevated many brands to the top of the mountain when it comes to experiential marketing and endurance lifestyles. One of those brands was The North Face®. As mentioned previously, gaining credibility among this segment is not easy, but hSE has the expertise and experience to provide uncommon solutions that help brands succeed and deliver experiential marketing to endurance lifestyles.
Challenge: The North Face® identified endurance running as a new segment for growth. As part of the product launch, The North Face® wanted to establish immediate credibility, retail sales (new channels) industry buzz, consumer buzz and to provide a sustainable and scalable platform for growth.
Uncommon Solution: The product launch was tied to a national promotion/athlete expedition: “The Endurance 50.” Dean Karnazes ran 50 marathons in 50 states wearing the new Arnuva endurance running shoe and the flight series running apparel. The program leveraged sales into specialty running retailers, generated national and local buzz, and established immediate credibility in the endurance running space.
Results: The North Face® is now the established leader in the endurance running category. The E-50 won a Diamond Award for Brand Launch of the Year and an ESPY. The Endurance Challenge Series has established The North Face® as the premier resource for consumers seeking to improve as runners. The series is also the World Championship for elite runners.
To accompany this already massively successful launch, hSE took things a step further. Athletes and spectators were already connecting with The North Face® at events, but hSE developed The North Face® Running Club, which included newsletter updates which helped promote upcoming events and provide continuous marketing touch points. Equally important, the brand equity was further solidified by the distribution of high-retention promotional materials, including:
- The North Face® technical performance shirt
- The North Face® technical sock
- The North Face® water bottle
- Reusable drawstring race bag made from recycled materials
This is just one of many examples that demonstrate the ability of hSE to deliver experiential marketing to endurance lifestyles. To learn more about the impact of The North Face® Endurance Challenge endurance marketing campaign, or to explore endurance marketing avenues for your brand, contact hSE at (214) 451-1900, or by email.
Fields marked with * are required.
