Brooks Sports promotes running shoe with direct mail, sweepstakes

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Athletic shoe maker Brooks Sports launched its first mobile campaign July 26 to promote its Ghost 3 running shoe. The campaign includes direct mail, interactive barcodes and a sweepstakes.

Brooks worked with interactive barcode maker Jagtag and integrated promotion marketing agency Marden Kane to create the effort. The company also partnered with retailer Finish Line on the initiative.

The two-dimensional barcodes, created by Jagtag, will appear in direct mail pieces sent to 10,000 Finish Line customers from the company's marketing database, and on employee T-shirts at 600 retail locations.

Consumers who e-mail a photo of the barcode will be entered to win prizes such as an all-access VIP package to a Rock ‘n' Roll Marathon of their choice, running shoes and a runner's gift bag. Consumers can also opt in for mobile updates from Brooks, which will send participants a video about the Ghost 3.

“We wanted to get in front of consumers in a new way. However, we also wanted to get in front of the [Finish Line] sales associates in a new way. This gives them something to talk about when they are selling shoes to customers, to get them a little more engaged when they are in the store,” said Dayna Berger, retail programs manager at Brooks. “From there, we hope the conversation leads to consumers wanting to learn about the smart tag technology — what they need to do to enter and watch the video — and ultimately, about Brooks and our products.”

Brooks will measure video views, visitors to FinishLine.com, shoe sales and sweepstakes participants. Berger added that the company will evaluate feedback from sales associates on their in-store interaction with consumers, and what hurdles they experienced with the mobile component.

The goal of the campaign, which will run through August 31, is to retain existing customers and gain new ones, according to Berger.  

“As we're approaching brands just getting into the mobile space, we've really been pushing them along the lines to think about it as a way to market their programs everywhere,” said Ed Jordan, CEO of Jagtag.

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