NRC AND SPOTIFY TEAM TOGETHER TO CELEBRATE BOSTONS RUNNERS

MILES TO MELODIES

NIKE BOSTON
Lydia Zamparelli
9/29/2016
TASK
Partner Nike with an organization/company to create a unique event and celebrate Nike Run Club Boston.

SUMMARY
Music and Running go hand-in-hand. The Nike+ Run Club App currently links to Spotify Premium allowing runners easy accessibility
to music during workouts. NRC runners may already associate the brands creating a foundation for an epic collaboration and
running experience. Both companies will benefit from the promotions generated from this event, making for a symbiotic
collaboration.

Last year, Nike celebrated the iconic Boston Marathon with a Run With Hart event in partnership with Uber. To keep momentum
strong in 2017, Nike has the opportunity to continue to celebrate the sport of running and the Boston Marathon (a race known for
its competitive qualifying times). The event will remain inclusive to runners of all athletic abilities, keeping in true Nike fashion with
Bill Bowermans ideal that If you have a body, youre an athlete.

This event will hopefully attract new runners to NRC, drive Spotify premium memberships, and a positive brand experience for all
involved!

BACKGROUND & INSIGHTS

a. NRC BACKGROUND
Nike Run Club brings like-minded people together to find encouragement, guidance and excitement in their running workouts
currently in 10 cities across the United States and on a global stage.
NRC is based on 7 Truths:
1. We are all meant to be runners
2. We are not just runners we are athletes
3. Every runner has a purpose
4. Respect every workout fear no workout
5. Embrace your weakness then erase them
6. Measure success in as many ways as you can
7. We believe in you, even if you dont
Its important to incorporate NRCs values in this partnered event.

b. SPOTIFY BACKGROUND
Spotify is a Swedish company created in 2008 that provides music to over 100 million active users with access to over 30 million
songs. Offering paid subscriptions with offline streaming, hd audio and ad free music as well as free streaming subscription
options on shuffle. Spotifys mission is to, give people access to all the music they want all the time in a completely legal and
accessible way. Spotify has a satellite office in Somerville, MA. Our event will incorporate Spotifys values!

EVENT
a) PRE-EVENT
People will be able to sign up for the event with the Nike+ app two weeks in advance. E-mails and Nike+ In mail will be sent out
to People whove listed their location as Boston on the App or have checked in at NRC Boston. E-mails will be sent to Spotify
Premium members in the Boston area. There will be a notification to support the Boston Marathon and Sign up for NRC on the
Nike Running Twitter and Instagram. Press releases will be sent to Improper Bostonian, Globe, Herald, and local broadcast
media about the celebration of runners. Information about NRC and the celebratory run will be available at the Boston
Marathon Packet Pick up. The tone of the invitation will put emphasis on the celebration of Bostons Runners while remaining
somewhat ambiguous about event details.
b) ACTUAL EVENT
Spotify will collaborate with NRC to host a musical athletic experience. NRC runners will meet at the store and run the Ready Set
Go mileage to the House of Blues where they will be allowed in with their NRC wristband.

Once inside the venue, a spotify DJ will spin music and orange gift bags will be handed out at this time to allow downtime to be
entertaining. Ally will host the event and bring excitement. The DJ will play music as a series of athletes guide the crowd
through Allys usual stretching, projected on stage with lighting. Pacers will help in keeping energy high throughout the entire
event! Dan will introduce himself and he will transition the production to a series of inspirational videos from Shalane
Flannagan, Joan Benoit Samuelson, Chris Bennett. The videos will speak directly to Boston Runners, with references and
information about their experiences racing in Boston. Meb will host a Vogue style, rapid 21-question video for comedic
entertainment.

To wrap up the event there will be a surprise mini-concert from an upbeat artist with a positive tone (such as Kygo or Ellie
Goulding). Alternatively, Spotify can pinpoint a strong up-and-coming musician to perform. There will be an introduction to a
charity that Nike supports as well as an informational stand in the hallway as people leave the event. A potential organization is
Positive Tracks, a non-profit that sweats for good and helps youth get active and give back to communities partnering
42,000 kids under the age of 23.

Ally will close the event and people will receive a Charlie card on their way out.

c) POST EVENT
To spread the word about NRC as a leading run club, NRC will send out a press release an pictures to local media outllets a day
after the event. A week following, NRC will compile media clippings to understand who picked up the story and the
cadence/depiction of the event. NRC will watch for increases in NRC Runners and Spotify will watch for increases in
subscriptions.
TIMELINE
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1

2 3 4 5 6 7 8
Press Releases NRC Sign up
Sent Out Available
9 10 11 12 13 14 15
Email Sent Out NRC @ Packet NRC @ Packet
Pickup Pickup
16 17 18 19 20 21 22
NRC @ Packet Boston Marathon EVENT DAY
Pickup
23 24 25 26 27 28 29
Post PR Post Event
Activity
30

BUDGET
Venue (If too expensive move to Nike Store) $5,000
DJ (Covered by Spotify) N/A
Artist (Covered by Spotify) N/A
Philanthropy $1,500 + Donation Box

Nike Celeb Videos (Film, Editing, Is talent covered by contract?) $1,000

Stretching Video (Film, Editing, Talent) $1,000

Charlie Cards (2.25 x Cap est. 250?) $562.5

Gift Bags (Apple Watch give away ($400) and wholesale NRC Shirts (est $20 x
$5,400
Cap est. 250?)

TOTAL ESTIMATE $14,462.5