Fuse developed a program to complement New Balance’s national brand re-launch and connect with the college student athletes in a way that would catch their attention and generate on-campus buzz.
A teaser campaign created personal ads in college newspapers and drove consumers to a sweepstakes entry page. A total of 150 college reps on 33 campuses in 11 markets nationwide blanketed their school’s campus with over one million pieces of New Balance branded collateral in one night.
This effort resulted in 130,000 entries to the sweepstakes. This program was the number one referral to www.newbalance.com.
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