The Challenge:
After the outstanding success of the “I Dream” spots on
local cable stations, we became Front Runner Athletics official agency of
record. They asked us to expand the “I
Dream” campaign on air, online, and in social media.
The Solution:
Early in 2012, we began to develop the next campaign for
Front Runner Athletics, “The Dream Begins”.
First, we decided to create a content marketing campaign that would
focus on one sport at a time, instead of all four sports into one campaign.
The first sport we would focus on would be running. Our creative team worked for weeks developing
a script for a short feature. We cast
Reanna Curlee, a local acting hopeful, as the main character.
In July, we began running the teaser on air during the
Olympics on the local NBC affiliate and also across local cable channels. We shared the teaser across their social
media platforms and their newsletter.
The teaser said to visit Front Runner Athletics website to see the full
feature, which was the only location we placed the feature. The purpose was to deliberately generate a
measurable increase in traffic to their website.
Now, this campaign was far more than just a video production
project.
At the filming of the final scene in the short feature, we
casted over 200 people as extras. On the
day of the filming, we created autograph cards with Reanna’s picture on
it. When presented to Front Runner Athletics
with Reanna’s autograph on it, the individual would receive an in store
discount.
We also placed back to school ads in the local
universities/college’s student information packets, which ensured the longevity
of the campaign through the beginning of the school year.
We also involved a local high school to provide concessions
for the extras and crew, helping them to earn money toward a trip they had
planned for the coming school year.
We successfully implemented a multifaceted content marketing
campaign for a local company over the air, on the internet, in print, and on
social media; all within a local budget; proving once again that our “Dream”
campaign, was the perfect way to reach the demographic of Front Runner Athletics.
