Zappos.com’s goal was to showcase their offerings and service in an engaging way to runners. Zappos.com wanted to be the retailer that runners turned to for their running shoe and apparel needs. Zappos.com partnered with Competitor to achieve this goal.
Competitor and Zappos.com created an engaging multiplatform program that not only resulted in sales, but also boosted company and community morale. Zappos.com was able to rebrand themselves as the retailer for all running shoe and apparel needs and they still continue to do so with their on-going partnership with Competitor.
Zappos.com became the Presenting Sponsor and Official Running Retailer of the Rock ‘n’ Roll Las Vegas Marathon & 1/2. Activation included a Zappos.com “Performance Alley” at the Expo where attendees were able to shop for running shoes and purchase them onsite via Zappos.com branded laptops. Zappos.com also provided motivational signs that the attendees could customize and use during Race Day to cheer on their loved ones. During Race Day, Zappos.com owned the event, with high impact branding on all major Race Day signage and collateral.
Zappos.com sponsored the event Live Web Stream as well as the Race Results – two high profile sections on the event site. Zappos.com also ran branding banners to achieve more reach and branding against the running audience.
Zappos.com placed full page 4-color running-focused ads in Competitor Magazine and within the Official Event Program.
Zappos.com included offers like free shipping within the Rock ‘n’ Roll newsletter.
Zappos.com sponsored Competitor Wireless Athlete Tracking (service which allowed friends and family to track participants via text messages to their cell phones).
RESULTS & ROI
The program was such a success in 2009 that Zappos.com renewed the partnership for the next three years and also boosted their presence from Presenting Sponsor to Title Sponsor of the event!
TOM ELLINGSTON OF ZAPPOS.COM
“The Rock ‘n’ Roll Las Vegas event truly transcends the sport of running. Our sponsorship of the 2009 race was a success on a number of levels. We had 10% of our Nevada employee’s participate in the full or half marathon, we had a majority of the estimated 80,000 expo attendants experience our Zappos.com culture booth and our involvement on the course during the race gave Zappos.com tremendous exposure to the 28,000 participants.”