A Recipe for Success
Serve up a helping of
integrated products to
customers this year
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Klepec recalled a specific creative solution that his team worked on for shoe giant Nike when the company was promoting its Nike Town stores in conjunction with the New York City Marathon. Nike executives wanted a piece that had space allotted for individual runners to write a person's name (i.e., the person honored by the race). Runners could then remove the top sheet, which was made into a label, and place it on the "dedication wall." Verbiage for the racer was printed under the liner of the integrated label. Most received the message: "Go to the third floor to redeem your prize," and a few contained the message: "You have won ... ."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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