Dick's

Goal/ Objective:

Establish a strong brand presence in central Ohio and drive traffic to area stores through coupons and sweepstakes promotions.  

Strategy:

Gain access to sports enthusiasts and central Ohio shoppers through sponsorship of the Buckeye Championship Sports Tour.  This campaign was geared toward consumers on or around The Ohio State University campus at each home football game and thirteen (13) other central Ohio events. Dick's Sporting Goods was integrated into the tour to increase brand presence and maximize exposure.  This included:

• Distribution of thousands of $10 Off $50 purchase discount cards at each event .
• Dick’s Sporting Goods provided $10 gift cards to children who joined the Buckeye Kids Club.
• Buckeye’s Win, You Win Promotion.
• Traffic driving retail promotion for ultimate Buckeye fan.
• Event sweepstakes for $1000 Dicks Sporting Goods merchandise.

Results:

This large sporting goods retailer recognized their widespread branding and awareness from the multiple locations where their logo and tagline appeared at each of the 20 events, PLUS the bonus mentions provided by the media sponsors.  More importantly, they tracked the redemption of the discount cards and reported that over 9% of the cards distributed were redeemed – a very good result indeed.