Eleanor Sachs, CGPR
781.638.4924 ext. 113
180s CAPTURES OLYMPIC-SIZED EXPOSURE THANKS TO GRASSROOTS MARKETING AT VANCOUVER GAMES
On-site Efforts Help Register One of Highest Days of Sales on 180s Website This Year
BALTIMORE, Maryland (March 4, 2010) â€“180s, a leading manufacturer of wintersport performance accessories including gloves and ear warmers, successfully completed a three-day grassroots marketing initiative at the Vancouver Olympics that ultimately resulted in one of the brand's highest days of online sales for the company's website this year. Specifically, this effort included having a special event team on site that distributed more than 500 ear warmers in high-traffic areas and seeded product to â€œToday Showâ€ hosts and crew resulting in exposure during the popular morning's show's review of Olympic gear.
This onsite marketing program was developed to support 180s' sponsorship of Olympic hopeful Patrick Deneen, who, although he did not medal, played a key role in raising product awareness for the year leading up to the Olympic Games through social media and traditional media relations. Over 1,000 fans and followers regularly received updates.
â€œHaving branding presence at the Olympics is a once-in-a-life-time opportunity,â€ said Brian Parker, director of marketing at 180s. â€œWith our sponsorship of Patrick Deneen and a setting that was ideal for our product, we knew we had to leverage this global event. The weather was ideal for our ear warmers and Tec Touch technology that enable consumers to use their phones without taking their gloves off. We were able to leverage our presence through timely social media tactics that provided a real sense of â€˜right here, right now.'â€
Detailed research was done prior to arrival, including which high-traffic areas would be most appropriate for product distribution and any potential regulations. In addition, custom branded outerwear was created to raise brand visibility.
â€œThe early morning â€˜Today Show' segments with little-to-no crowds allowed us amazing access to on-air personalities and show influencers, who were only too happy to accept product that would keep them warm and wired,â€ said Eleanor Sachs, executive vice president at CGPR, who manages the 180s account. â€œWe continually updated the 180s community with the latest Olympic news through Facebook and Twitter.â€
Consumers at the men's freestyle moguls event on Cypress Mountain were also eager recipients of the product. â€œAttendees, many of whom had under dressed for the cold weather, were ecstatic to receive a pair of ear warmers to stay warm during the all-day event,â€ Parker continued.
About 180s LLC.: 180s LLC is a leading brand of innovative performance consumer products sold worldwide. Headquartered in Baltimore, 180s designs and markets award-winning accessories and apparel that PUSHâ„¢ the boundaries of innovation. Our passion is to create and deliver intelligent and stylish performance products that are exceptional on the mountains, city streets or while working out. www.180s.com.