Objective
We wanted to organize an event for the running community specifically.
For this we partnered up with Indierunner and set out to plan a Breakfast run, activating on Oakley Sphaera leading into the 2024 Olympic Games in Paris.
Date: 29-6-2024
Event: End consumer event
Location: Amsterdam, The Netherlands
Number of attendees: 75
Eyewear demoed: 58
Eyewear sold: 5
Details
The Breakfast run was created for runners, by runners, activating on the Oakley Sphaera leading in to the Olympic Games in Paris in 2024. With a special thanks to the staff and crew at the O-store for making this possible.
We gathered early in the morning on Saturday the 29th of June, and where welcomed at the O-store before official opening hours.
Together with a fresh juice, people where able to stroll through the store with the possibility to try our eyewear for the run and an option to buy as well. Upon display of your registration email you could get a discount any of the items in the store, exclusives being excluded. (I.E. MUZM pieces)
Half an hour after opening the doors, Yoshi from Indierunner and I held a brief speech before everyone would head out on an easy run. Here you had the opportunity to go with a faster or slower paced group, all depending on what you felt like.
At the end of the run there would be breakfast waiting for everyone and the chance to go for a swim. After both Groups were in, Yoshi and I thanked everyone who showed up and ended the event around 1 pm for everyone to enjoy the remainder of their Saturday.
Key Takeaways
- Less is more when it comes to looking like a premium activation
- Easy to repeat or set up with customers
- Looking in to the possibilities in commercializing the activation
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