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Hello.
We’re Stacey Howe & Ian Fitzpatrick.
From New Balance & Almighty.




           Almighty + New Balance / 2012 Digiday Brand Summit
OUR STORY



We’re here because our teams
built the first national
championship event to play out
live in social channels.
It’s a really good story.
OUR STORY



You almost never get to watch
brand perceptions change right
in front of you.
How could we take ownership of a premiere event from
Nike, and build brand awareness & sentiment among an
         audience we can’t directly market to?




                  Almighty + New Balance / 2012 Digiday Brand Summit
How could we continue to drive strong associations between
the New Balance brand and technology - and raise the bar
              for ourselves in the process?




                    Almighty + New Balance / 2012 Digiday Brand Summit
EXECUTION


                               We let every athlete connect their bib
                               # to their Facebook profile, and set
                               some simple rules.




Almighty + New Balance / 2012 Digiday Brand Summit
EXECUTION


                               For three days, everything they did
                               on the track found its way to the
                               people who care the most about
                               them.




Almighty + New Balance / 2012 Digiday Brand Summit
EXECUTION


                               We connected start times and start
                               lists to trigger posts notifying athletes’
                               networks minutes before they would
                               appear on the live stream.




Almighty + New Balance / 2012 Digiday Brand Summit
EXECUTION


                               We tagged athletes’ finish photos,
                               SmileBooth photos and race videos,
                               so that their networks could share the
                               experience.




Almighty + New Balance / 2012 Digiday Brand Summit
EXECUTION


                               We posted their results to their
                               streams in real-time.




Almighty + New Balance / 2012 Digiday Brand Summit
EXECUTION


                               And we built profile pages that
                               contained all their content, across
                               multiple meets, that they can access
                               anytime.




Almighty + New Balance / 2012 Digiday Brand Summit
EXECUTION



Our role was to amplify what these
athletes already do, not to change
their behavior.
EXECUTION



    This kind of
  engagement and
 production requires
ongoing management
   and facilitation.
EXECUTION


Kids will connect, but they need a
compelling reason to do it.
INDOORS: NEW YORK, NY               RESULTS


                                          We’ve done this together four times:
OUTDOORS: GREENSBORO, NC
                                          Twice indoors, Twice outdoors.




           Almighty + New Balance / 2012 Digiday Brand Summit
RESULTS


                               With 3000 athletes competing over 3
                               days, we average:

                               137k page visits to the Facebook page


                               233k photo views


                               40k event video views


                               5000 photos in our Smilebooth




Almighty + New Balance / 2012 Digiday Brand Summit
RESULTS


                               In the first 12 months after our first
                               Nationals activation: More than
                               35,000 new likes of the page and a
                               seeds of a small community that will
                               help to launch a larger one.




Almighty + New Balance / 2012 Digiday Brand Summit
RESULTS



                               By creating content for both athletes
                               and their families & friends at home,
                               we added value for both participant &
                               spectator.




Almighty + New Balance / 2012 Digiday Brand Summit
RESULTS



The success of this event is
about the athlete as participant in
a social experience, not just the
audience or a source of content.
“An observation from someone who knows the challenges of covering this meet inside and out: The
integration of results, photos, videos, Facebook postings, FB wall comments, athlete activities outside of
competition (like hanging with friends in Smilebooth etc) at this meet is light years ahead of anything
else being done out there related to track meets, or even, I'd venture, any major sporting event. Cutting
edge. Credit to New Balance for creating a 360-degree experience that sets the bar. This story should be a
must-read for the USATF and others.”

- Dave Devine, former editor of ESPN DyeStat and USATF official
RESULTS



We were able to acquire ownership
of the overall event footprint, not just
the venue.
RESULTS



                                                     We set out to elevate the value of
                                                     participation. The athletes ran
                                                     with it, adding value to the
                                                     brand story.




Almighty + New Balance / 2012 Digiday Brand Summit

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DBS: New Balance Case Study: Intersecting Physical and Digital Worlds

  • 1. Hello. We’re Stacey Howe & Ian Fitzpatrick. From New Balance & Almighty. Almighty + New Balance / 2012 Digiday Brand Summit
  • 2. OUR STORY We’re here because our teams built the first national championship event to play out live in social channels. It’s a really good story.
  • 3. OUR STORY You almost never get to watch brand perceptions change right in front of you.
  • 4. How could we take ownership of a premiere event from Nike, and build brand awareness & sentiment among an audience we can’t directly market to? Almighty + New Balance / 2012 Digiday Brand Summit
  • 5. How could we continue to drive strong associations between the New Balance brand and technology - and raise the bar for ourselves in the process? Almighty + New Balance / 2012 Digiday Brand Summit
  • 6. EXECUTION We let every athlete connect their bib # to their Facebook profile, and set some simple rules. Almighty + New Balance / 2012 Digiday Brand Summit
  • 7. EXECUTION For three days, everything they did on the track found its way to the people who care the most about them. Almighty + New Balance / 2012 Digiday Brand Summit
  • 8. EXECUTION We connected start times and start lists to trigger posts notifying athletes’ networks minutes before they would appear on the live stream. Almighty + New Balance / 2012 Digiday Brand Summit
  • 9. EXECUTION We tagged athletes’ finish photos, SmileBooth photos and race videos, so that their networks could share the experience. Almighty + New Balance / 2012 Digiday Brand Summit
  • 10. EXECUTION We posted their results to their streams in real-time. Almighty + New Balance / 2012 Digiday Brand Summit
  • 11. EXECUTION And we built profile pages that contained all their content, across multiple meets, that they can access anytime. Almighty + New Balance / 2012 Digiday Brand Summit
  • 12. EXECUTION Our role was to amplify what these athletes already do, not to change their behavior.
  • 13. EXECUTION This kind of engagement and production requires ongoing management and facilitation.
  • 14. EXECUTION Kids will connect, but they need a compelling reason to do it.
  • 15. INDOORS: NEW YORK, NY RESULTS We’ve done this together four times: OUTDOORS: GREENSBORO, NC Twice indoors, Twice outdoors. Almighty + New Balance / 2012 Digiday Brand Summit
  • 16. RESULTS With 3000 athletes competing over 3 days, we average: 137k page visits to the Facebook page 233k photo views 40k event video views 5000 photos in our Smilebooth Almighty + New Balance / 2012 Digiday Brand Summit
  • 17. RESULTS In the first 12 months after our first Nationals activation: More than 35,000 new likes of the page and a seeds of a small community that will help to launch a larger one. Almighty + New Balance / 2012 Digiday Brand Summit
  • 18. RESULTS By creating content for both athletes and their families & friends at home, we added value for both participant & spectator. Almighty + New Balance / 2012 Digiday Brand Summit
  • 19. RESULTS The success of this event is about the athlete as participant in a social experience, not just the audience or a source of content.
  • 20. “An observation from someone who knows the challenges of covering this meet inside and out: The integration of results, photos, videos, Facebook postings, FB wall comments, athlete activities outside of competition (like hanging with friends in Smilebooth etc) at this meet is light years ahead of anything else being done out there related to track meets, or even, I'd venture, any major sporting event. Cutting edge. Credit to New Balance for creating a 360-degree experience that sets the bar. This story should be a must-read for the USATF and others.” - Dave Devine, former editor of ESPN DyeStat and USATF official
  • 21. RESULTS We were able to acquire ownership of the overall event footprint, not just the venue.
  • 22. RESULTS We set out to elevate the value of participation. The athletes ran with it, adding value to the brand story. Almighty + New Balance / 2012 Digiday Brand Summit