When CPG brands ask us to run their campaigns, they might not realize that we could take it somewhat literally. But the results show. Races and runs are some of the best sampling venues that CPG brands should include in their sampling strategy, especially those targeting health-conscious customers.
The thrill of a race, be it a fun run or a distance challenge, brings together people of all sorts. Runners will be most receptive to performance-supporting products while onlookers represent a spread of interests. Either way, there’s opportunity for CPG brands to go the extra mile with planning omnichannel product sampling at races and runs.
Take a look at the following four campaigns that really set the pace.
Multi-branded product sampling campaign at Crown City Classic 5K Coronado proves that teaming up gives brands an edge
Even for individual racers, it takes a team to win. For brands that want to home in on a beloved and long-standing race with participants of all ages, the Crown City Classic 5K Coronado is a strong pick. We were excited to partner there with OxiClean, Refresh Your Car, and Perfect Hydration on a multi-brand campaign as part of each one’s omnichannel product sampling strategy.
Our mutual goals were to increase brand and product awareness and drive sales, and with 2,800 runners, walkers, and wheelchair athletes at this 51st annual event, it’s safe to say the brands made big impressions. Thousands of samples were distributed, and many racers stopped to share their excited feedback with our partners.
The variety of product types in this multi-brand effort allowed us to reach target recipients with multiple offers. Runners appreciated the cleaning product sample for their athletic wear, air freshener sample for their vehicles post-run, and refreshing beverage to rebalance after their hard run.
Lone River snags a winning Spartan Race sponsor spot for sampling
Being the finisher beverage sponsor of two Spartan Races landed Lone River in a prime position to reach goals of driving brand and product awareness and trial. By tactically partnering on this role and including information in additional program elements, Lone River made positive impressions easily.
We helped distribute nearly 7,000 beverages and promote the brand in multiple email and web communications. Racers truly enjoyed their samples after the event was over, and those who’d never tasted Lone River products were excited to have such a refreshing drink after a challenging day.
Here were some raving reviews after the heated competition was over:
- "I wasn't familiar with Lone River, and I loved it!
- "The perfect cold drink to help me 'recover' haha!"
- “This flavor tastes real and not fake like other seltzers”
- “I can see myself buying this for a picnic at my house”
Goodles nourishes racers in Atlanta with ready-to-go hot samples on site
To increase product awareness and drive sales to key retailers, Goodles partnered with Recess and our data-rich platform to find the exact venue it needed to target for strong return on investment (ROI). The event of choice: Atlanta Spartan Race.
We sampled 2 oz. boxes to racers and provided the enticing experience of trying Goodles on site. The brightly branded booth and persuasive giveaways drew participants in, and the tasty bites kept them coming back. We distributed nearly 2,000 samples and 300 coupons to encourage future purchases.
Our race organizer partner was eager to share the copious amounts of feedback they heard, including:
- “I’ve been feeling addicted since my first sample…”
- “There’s no way I’m reading [that] vegetables are in this while reading the ingredients! Y’all are magicians!”
Learn more about this campaign at their customer story here.
ZenWTR samples keep racers in balance nationwide, from endurance runners to 5k trotters
On a mission to increase product awareness of their vapor-distilled 9.5 pH alkaline water, ZenWTR partnered with Recess to sample at various events in major metropolitan areas around the country. One avenue where the more than 112,000 bottles were distributed were 5k runs and endurance races.
Driven to help people achieve harmony through refreshment and contribute to the planet’s harmony by creating the first bottled water to be plastic-negative, ZenWTR sampled at 11 running events with our help, and the feedback was extremely positive. Environmentally-conscious participants reacted well to the bottle’s sustainable materials; health-conscious recipients were enthusiastic about the water’s health benefits.
Taking the campaign through multiple states was just what ZenWTR needed to spread the word.
Looking to cross the finish line in first place through sampling?
Let Recess give you the leg up. With more than 15,000 opportunities for sampling which you can filter by consumer demographic, customer behavior, location, proximity to retailer, Recess can support unique brand activation and sampling event execution in turnkey, measurable, and scalable ways. Talk to a Recess expert to learn more.
