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Brand:

Li-Ning

Client:

Elite Marketing Group

Date:

Summer 2010

Objective:

  • Provide client with qualified managers and staff that have a passion for basketball.

Parameters:

  • Staff had to be experienced with promotions and enthusiastic about NBA basketball.
  • Staff had to be professional and comfortable with mobile / guerrilla marketing.
  • Staff had to be local and familiar with the Los Angeles market.

Timing:

  • Devolution Solutions was given about 10 days to book and confirm staff.

Program Elements:

  • A big branded lunch truck was sent out into the streets to promote Li Ning’s newest basketball shoe.
  • Staff would engage consumers at sporting events, basketball courts and high-traffic areas.
  • Distribute promo items and coupons to educate people about the brand and where to purchase.
  • The program took place all over the Los Angeles area for two weeks straight in August.

Results:

  • Much excitement and energy was created for the brand.
  • The on-site client was very pleased with the results.