Is your organization looking for a unique way to invite guests to an exclusive event?
In October 2007, Nike launched Supersonic, an exclusive invite-only event for running enthusiasts in the United Kingdom. To earn an invitation, consumers had to compete at four (4) weekly 100m speed trials across London throughout the month of October. The fastest 1,000 runners were awarded the opportunity to attend the Nike+ Supersonic event with two (2) guests of their choice. The prize at stake? The chance to mingle with Nike athletes, celebrities, and live DJ's at one of the UK's hottest events of the year.
To support the promotional event and enable contestants to connect with one another, Nike created a Nike+ Supersonic Myspace page which quickly attracted 1,000+ fans. The site detailed the winners of the challenge, free downloads, details and pictures of the Nike+ Supersonic event, and information on Nike+ gear.
The novelty of the Nike+ Supersonic event's exclusive invitation list based on consumer engagement is one that can be replicated in many different settings... Consider how you can create a similar idea for your organization!
For more insights and information, check out two (2) videos and a Flickr gallery that capture the Nike Supersonic event in action: