Event Marketing: Safeway’s ‘Eating Right’ Steals the Spotlight

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Location: San Jose, CA

At this year’s San Jose Rock ‘n’ Roll Marathon, Attack! promoted Safeway’s health conscious Eating Right brand to increase awareness of the chain’s “Spot Your Needs” dietary program. Attack staff educated consumers on the brand and offered personalized keepsakes for expo attendees by marrying digital photography and “First Place finish” green screen renderings. These extremely popular promo materials were given out in exchange for valuable consumer data. On race day, colorful costumed “Spot” characters lifted runners’ spirits by joining the race at various mile markers, and cheering runners on from the sidelines at the finish line.

Check out this video to get the full experience:

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