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SITUATION: 180s, a leading manufacturer of wintersport performance accessories including gloves and ear warmers, was looking to leverage its involvement with U.S. freestyle champion and Olympic hopeful Patrick Deneen at the 2010 Vancouver Olympic Games.

TACTICS: CGPR created a three-day grassroots marketing initiative that included a strong social media component, in addition to traditional media and grassroots product marketing. Detailed research was done prior to arrival, including which high-traffic areas would be most appropriate for product distribution and restrictions that would impact on-street activities. CGPR distributed more than 500 ear warmers in high-traffic areas and seeded product to “Today Show” hosts and crew, resulting in exposure during the popular morning’s show’s review of Olympic gear. An accompanying social media campaign was added to compliment the onsite effort, and the brand’s Twitter and Facebook presence provided followers with live updates from the Games. In addition, custom branded outerwear was created to raise brand visibility.

RESULTS: The grassroots campaign ultimately resulted in one of the brand’s highest days of online sales for the company’s website that year. In addition, the products’ visibility on the Today show and its hosts served as excellent fresh content for the accompanying social media effort.

180s

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