Sports retailer Eastbay believes that winners aren’t created on game day, but, rather, in the hours, weeks, months, and years they spend preparing for it. We brought this brand purpose to life with Preparation Nation, a multisport online platform for high school athletes to share how their teams “Prepare to Win.”
At its core, Preparation Nation is a highly interactive website showcasing the unique training methods used by elite high school teams all across the country. Robust digital and social activations were all anchored around our tagline, “Prepare to Win.”
Zambezi searched far and wide for unique preparation stories. To incentivize athletes to join the nation, we offered one football and one basketball team $20,000 in gear from Eastbay and sent NFL and NBA pros to train or coach alongside our young athletes.
Eastbay experienced extraordinary growth in sales and awareness during the run of the campaign. For every dollar spent, we drove 6.5 new Eastbay.com unique visitors. Among our core football audience, brand awareness increased 13% of pre-campaign totals, and affinity increased an astonishing 24% of pre-campaign read. Preparation Nation video content was devoured by everyone — an astonishing 76% of all viewers who were served a video watched 100% of the content.
All of this rang the register, too. The four-week program drove an overall additional 48.6% in total sales, and sparked Eastbay’s Team Sales by 23%. We even surpassed last year’s historic sales for the football category by 8% (same time frame for comparison). An estimated 235 million total estimated earned media impressions were generated, including top-tier earned coverage on Yahoo Sports!, Sports Illustrated, and "Jim Rome on Showtime."