Authors: Mark Monaco, Digital Marketing Content Manager & Dylan Foster, Marketing Coordinator
Earlier this year, we partnered with Nike to create the Go Tour LA - an immersive experiential marketing pop-up mobile tour in Los Angeles aimed to inspire the inner explorer inside all of us. The Vendry recently highlighted the activation, and we’re here to take you deeper into the objectives, background, and results from the event. Let’s dive in.
Nike wanted to get runners out of their bubbles in LA to rediscover their city and trial the newly released React 2.0 footwear. As an experiential marketing agency in Los Angeles, we’ve done our fair share of running around the city, so we knew we could help.
The Experiential Solution?
Building off the 2018 launch of the first React sneaker (when we shut down the 90 in LA for a 10k race), we invited runners on a sensorial experience where they could touch, play, move, explore and go. We designed and transformed a double decker bus, wrapped it in vibrant, Nike React branding and lined the interior with the same material used in the shoes – foam. Just like the sneakers, cushion seats gave riders a sense of inflation, squishy balls and pillows provided maximum comfort and a spring shoe display showed off the shoes’ bounciness. Starting at Nike retail locations, we took riders to 11 different neighborhoods and running routes throughout LA, hyped them with Nike Run Crew leaders and motivated them to “go more, get more.”
750k+ social reach. $25k in retail sales. Hundreds of inspired runners who gained a new perspective on their city. Overall, we call that a win.