In April, Newton Running is again bringing its Hello Better brand message to the Boston Marathon. During marathon week, the running brand will be unleashing a guerrilla marketing campaign that employs a combination of on-site events, social media marketing and in-stiore promotions to make its mark at the Boston Marathon.
As part of this year’s push, ten Newton Running-branded pedicabs (driven by Newton shoe-wearing pedicab drivers) will pedal around the downtown distributing thousands of try a pair, get a pair of coupons redeemable at Newton Running retailers Marathon Sports and City Sports (Boylston Street locations only). When coupon holders try on a pair of Newton Running shoes at the store, they receive a complimentary pair of Newton Running socks.
On marathon weekend (April 12-14) several lucky people will receive a free pedicab trip – courtesy of Newton Running – in exchange for giving a brief on-camera interview about what being at Boston means to them.
The pedicab confessions are part of a widespread social media campaign that includes a month-long, Boston-marathon themed photo contest on Newtons Facebook page (www.Facebook.com/NewtonRunning) involving weekly product giveaways. During marathon weekend, a Newton Running roving photo booth will capture images of the event and its fans to share via Newtons social media channels.
Newton Running is also hosting two natural running form clinics on Friday, April 12 and Saturday, April 13, starting at 8 a.m. on the north bank of the Charles River at Memorial Drive and Massachusetts Avenue. Certified Newton Running educators will lead the free, open-to-the-public group runs that includes form drills and an in-depth discussion on technique and running biomechanics. Participants will have a chance to test-run Newton Running demo shoes and receive a $20-off coupon for Newton Running shoes. Hot coffee and light breakfast items will be served post run.
Newton Running is also distributing thousands branded cheer signs to spectators along the race course, with a special cheering section near mile 20 in the Newton Hills, where staff will serve refreshments to spectators.
Plus, Newton Running is sponsoring one of the top U.S. contenders competing at the Boston Marathon – Fernando Cabada.
