Limelight Sports Australia Blog (PDF)

“Brands are understanding the value
of events more than ever”
As the sun sets on Melbourne and winter
arrives, the Limelight Aus/NZ team are
winding down from an exciting
summer/autumn
season
of
consumer
experiences. These last six months have
proven that brands are understanding the
value of connecting with their
consumers via events and activations more
than ever. And I’m not just talking about
oneff events, these brands
including Nike, Wiggle, Ricoh and GIO,
understand that it is an entire journey
which you take these groups on. You guide
them through the lead up, create
an unforgettable experience at the event,
and then share their stories post event,
allowing your brand to become a part of
their every day. The exciting part, it
doesn’t stop at these groups either. It
also involves their friends and
family, the supporters, who come along
for the ride and become just as crucial a
part of this journey for any brand.
Nike She Runs on May 3 in Sydney sold out
6,000 places in just 31 days. The event,
for which the concept was created based
on insights from the women’s running
market, engages Nike’s She Runs online
Facebook community and gives them
something to talk about. It’s something
for the girls to work towards as a
community, and something for them to get
their supporters excited about too. We
work with Nike to deliver women’s only
free training runs and NTC workouts in
the lead up to the event, and product and
race pack collection, to ensure that the
Nike brand is becoming a part of their
every day. It’s this entire
consumer journey that builds hype,
creates content and ensures that Nike
takes pride of place in their minds.
There is no doubt football is in the air
in 2014 and with the Nike Winner Stays
campaign, Nike took the opportunity to
engage their football loving
consumers. Creating a football
competition just for them, Nike Winner
Stays invited consumers to register a
team online to play in one of four
qualifying rounds over four weeks,
culminating in a final. A global
campaign, various cities linked their user
and brand content through the hashtag
#riskeverything.

The Wiggle Cycling Series Australia is online
cycling retailer Wiggle’s chance to connect
with their Australian audience in a physical
setting. We work with Wiggle to create and
deliver these Series events, which provide
their Australian consumer with an experience
which generates ongoing conversations and
allows them to feel a connection with the
brand and their products.
XTERRA is one of the most exciting off-road
sporting brands across the globe. Embracing
the growth in off-road adventure (triathlon,
trail running and ocean swimming), we now hold
two events in the Asia-Pacifc region XTERRA Great Ocean Road in Anglesea, Victoria,
and the XTERRA Asia-Pacific Championship,
Jervis Bay, New South Wales. The XTERRA
consumer journey is an ongoing journey with
people following the series around the world.
They consume the Team Unlimited XTERRA
broadcast on ESPN and various other
broadcasters, participate in the events and
actively contribute to online conversations.
They are a part of the community, part of the
XTERRA family and their brand loyalty is
second to none.
Here’s the Limelight Sports Aus/NZ
summer/autumn season in a snapshot:
• Nike Run Clubs – Melbourne, Sydney,
Adelaide & Perth, ongoing
• The Ricoh Locker Room activation – Apia
International, Brisbane, January 11-17
• GIO Oz Day 10km - Darling Harbour, Sydney,
January 26
• ESPN Super Bowl Gameday Party – Federation
Square, Melbourne, February 3
• Nike The Chance – Auckland and Melbourne,
February 16 and 23 respectively
• XTERRA Great Ocean Road
Anglesea, March 30
• Herald Sun/City Link Run for the Kids Nike
pop-up store – April 13
• XTERRA Asia-Pacific Championship
Jervis Bay, April 26 to 28
• Nike She Runs – Sydney, May 3

Karla Bunney - Marketing Manager
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