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Coty Appoints i2i Marketing For Marathon Campaign
i2i Marketing To Stage Second Adidas Brand Experience at London Marathon
04.21.2009 – Coty, the world’s largest manufacturer of mass-market fragrances,
has briefed i2i Marketing to create a face-to-face campaign for its adidas Action 3
anti-perspirant at the Flora London Marathon on 26th April, where adidas is an
official sponsor. It is the second year running that i2i has staged such a campaign
for the brand.
On Marathon day itself, five adidas Action 3 teams will be cited at Greenwich, Canary
Wharf, Embankment, Tower Bridge and Southwark - some of the busiest spectator
areas on the 26.2 mile course. Dressed in classic black and white adidas apparel,
the teams will introduce adidas Action 3 to the crowds and distribute samples from
a branded stock vehicle. To maximise visibility, team bases will be marked with
giant pop-up banners and the support vehicles emblazoned with adidas Action 3
branding.
For three days prior to the Marathon, i2i will be distributing adidas Action 3 samples
from giant product replicas on a display stand at the official pre-Marathon exhibition
in London’s Expo. To maximise impact, giant inflatable Action 3 cans will surround
the stand and a manned promo bike will be placed at the Expo entrance.
Bruce Burnett, managing director if i2i Marketing comments:
“We will be building on the success of last year’s campaign with an even more
visible experience in 2009. By using branded stock vehicles, not only will we enable
our teams to carry more products and in turn distribute more samples, we’ll also be
delivering an eye-catching mobile advertising solution, visible to thousands on the
ground and millions more at home on TV.”
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About i2i Marketing
i2i Marketing is an integrated brand experience agency, helping brands engage
consumers in more relevant, timely and effective ways. Founded in 2000, i2i quickly
established its name as a hands-on, results-focused special