Dole Rewards Marathon Runners with a Unique Trophy Design
Laura McQuarrie — September 29, 2014 — Lifestyle
References: designtaxi & adweek
In order to show off the Gokusen bananas, which have been named the ultimate banana in Japan, Dole created a unique trophy design to reward participants of the 2014 Tokyo Marathon.
As soon as a marathon participant crossed the finish line, their finish time was immediately posted to Facebook, where friends could like the update and share their congratulatory comments. From there, Dole was able to print a 'Banana Trophy' for each and every marathon runner, which featured their name, time, and a few encouraging messages from friends. Although it's an unusual kind of golden trophy to receive, the fact that about 91,000 of them were customized for this event is pretty amazing. Plus, they also make a practical post-marathon snack that's healthy, appealing to runners and not at all wasteful.
As soon as a marathon participant crossed the finish line, their finish time was immediately posted to Facebook, where friends could like the update and share their congratulatory comments. From there, Dole was able to print a 'Banana Trophy' for each and every marathon runner, which featured their name, time, and a few encouraging messages from friends. Although it's an unusual kind of golden trophy to receive, the fact that about 91,000 of them were customized for this event is pretty amazing. Plus, they also make a practical post-marathon snack that's healthy, appealing to runners and not at all wasteful.
Trend Themes
1. Customized Trophies - Creating unique trophy designs personalized for each participant provides an opportunity for brands to engage with consumers and create memorable experiences.
2. Social Media Integration - Integrating social media platforms into events can help generate organic brand exposure and foster online engagement.
3. Sustainable Promotional Items - Using edible items as promotional giveaways not only reduces waste but also appeals to environmentally conscious consumers.
Industry Implications
1. Event Planning - Event planners can explore the use of customized trophies to add a unique element to races and other sporting events.
2. Marketing and Advertising - Marketers can leverage social media integration to amplify brand awareness and engagement during events.
3. Sustainable and Eco-friendly Products - Companies can incorporate edible promotional items into their marketing strategies to appeal to eco-conscious consumers and reduce waste.
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