As a veteran experiential marketer at Javelin, I find the Nike Women’s Marathon an impressive example of a premiere proprietary event, complete with exceptional consumer experience and holistic brand integration.  In October 2009 more than 20,000 runners took to the streets of San Francisco for the annual event.  It has become so popular that in 2008 Nike took the cue of well-established NYC Marathon and instituted a lottery process for entering the marathon.

Nike Women’s Marathon Lottery Process

Targeting women 25 – 32, the Nike Women’s Marathon begins with “Expotique”, a three-day exposition where participants sample wine and appetizers, indulge in manicures and Ghirardelli chocolate, and of course check out all of the latest Nike gear.  Now in its sixth year, the Nike marathon draws runners from around the world while helping raise funds for the Leukemia & Lymphoma Society.

Nike Women's Marathon - tent

Experiential highlights of the proprietary event include:
•    Coat Checks
•    Foot Care Stations with new socks
•    DJ Stations
•    Family Cheering Sections
•    Little Sister Lane, where  hundreds of middle school girls cheer for the runners
•    15 Live Music Stations
•    Scenic Photo Station by the Golden Gate Bridge

Determined To Win

Elated to Finish

At the finish line, an 80-foot Nike-branded tunnel with digital wall panels and music educated consumers about Nike +, which are shoe sensors connected to an iPod, that track time and mileage.  To top it all off, tuxedo-clad San Francisco firefighters gave each runner crossing the finish line a robin’s egg blue Tiffany & Co. box. Inside each box lay a silver Tiffany & Co. necklace engraved with the words “Run like a girl.”

San Francisco's Finest and Tiffany & Co. Jewelry

Additional Finisher Perks:
•    Healthy Snacks
•    Heat Sheets
•    A Powder Room
•    Massages
•    Yoga Stretch Sessions
•    Mini Facials

The San Francisco event has reached maximum capacity but via Nike + technology and Nike retail stores, thousands of additional consumers are able to participate in simultaneous virtual marathons.

Overall, the Nike Women’s Marathon does an outstanding job of driving consumer awareness of new product lines (Nike +, shoes, apparel, etc.) while providing an exceptional brand experience.

Nike Women's Marathon

Experiential marketing agencies like to talk about taking risks, being entrepreneurial, creating brands and being passionate. At Javelin we like to talk about it too, but we also actually do it.

NOT THIS KIND OF PASSION…

PLAYTHING OF PASSION

In the past two years Javelin has taken stake in the hot rod inspired fashion line TRIM INDUSTRIES; partnered with a Long Beach California kustom kulture event called INK-N-IRON; and created a golf enthusiast property that includes a TV show, Vegas Caddies, and a supporting tour event, The Caddy Experience.

These three endeavors all came about by pairing our personal passions (the stuff we love) with strategic insight and street smarts. There have been numerous benefits to the agency including a creative recharging, a sense of breaking new ground and being innovators. We’ve also been able to share these opportunities with brands we were not currently engaged with, including YAHOO, Harley-Davidson, Dickies, Kimberly-Clark, MillerCoors and Monster Energy.

Perhaps more importantly, there have been benefits for our existing client base. We’ve been able to offer them fresh thinking, new opportunities, and something that is completely proactive and separate from our traditional scope of services.

By following our passions and taking some calculated risk, we have expanded how we think about the agency and how clients think about us.