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Mizuno
Mezamashii Run Project

RAN IN: United States

CLIENT
Mizuno

AGENCY
McKinney *Lead Agency

Jonathan Cude - Partner, EVP, CCO
Jim Reath - EVP, Group Acct. Director
Mark Belot - Acct. Director
Regina Brizzolara - SVP, Broadcast Production Director
Jill Burgeson - Group Planning Director
Will Dean - Assoc. Creative Director
Robyn Gunn - Copywriter
Mike Manganillo - Assoc. Media Director
Josh Souter - Creative Technologist
Grace Tarrant - Acct. Supervisor


SUMMARY

A staggeringly small budget and an unconvincing in-store product experience were Mizuno Running's initial challenges, overcome in part by sending loads of free running shoes to thousands of Mezamashii Run Project members. Now, how to keep the momentum of that community going? Through a hashtag-driven campaign on Twitter, Vine and Instagram and more running-related giveaways via partnerships with Map My Run and active.com. Membership increased, as did visitors to the Mizuno Running website, and runners continue to buy more Mizunos for the experience of a brilliant or mezamashii run.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Social Networking Applications,Print,Direct

Audience: Boomers (45+),Brand Influencers,Fathers,Men,Mothers,Women,Young Men (20-35),Young Women (20-35)

Objectives: Gain new customers

Type: Business-to-Consumer

Classification: National

Language: English