Branding in action

Posted by Karen Podsiadly on 17 March 2011 | 0 Comments

Tags: Branding, integrated branding

On a recent holiday in Coolangatta I noticed an example of a great integrated branding strategy. The Quicksilver Pro event was on (a major surfing competition on the ASP World Tour). The brand managed to involve everyone there.

Promoting the event as the “BEST surfing competition”, the organisers were handing out posters, stickers and pens to everybody that walked through the competition area. People would then write their own comment on the sticker, ie. best location, best fun, crazy ocean etc

All along the beach there were signs set up where attendees could place their sticker making everyone feel like they were a part of the whole buzz. The website was very active too, with constant updates and live surfing action.

The whole approach to the competition was on-brand, their positioning being "Best Action", everything promoting action, interaction and involvement. Organisers also brought out a line of clothing promoting the competition using the ‘BEST’ sticker campaign idea. They set up clothing stores along the shore front in the competition zone, so attendees could dress the part and get into action!

The whole event was such a great example of promoting a brand to the public and having them experience the brand at every touchpoint, then enrolling them in promoting the brand themselves..

For more information visit the website @ www.quiksilverpro.com.au.