In early 2014, CRC was charged with launching the new bodykey by Nutrilite products to the press during Super Bowl week, including their new shake flavors. Although Nutrilite was excited about the prospect of editorial placements, the brand was especially interested in fostering meaningful media relationships with target editors. CRC had to find a way to cut through the clutter of Super Bowl week events and fill the room with the right editors.
In order to get the appropriate coverage and attendance for this event, which had many different facets, CRC created targeted media lists with extensive channels, leaving no stone unturned with key influencers in the nutrition and fitness categories. Three former and current professional football players shared their passion and love for the brand and how they incorporate the bodykey by Nutrilite products into their professional and personal lives. Each player created a shake, which the editors tried and then voted on a winner. The winning shake received money to put towards a charity of their choice. .
CRC used out-of-the-box thinking regarding potential story ideas to entice editors to attend the event.
CRC secured over 40 top editors – including Fitness, Women’s Health, HEALTH, Glamour, ELLE and more – for the event. Placements have already run on ELLE.com, EverydayHealth.com and TheGloss.com. There are placements pending on Glamour.com, FIRST for Women, and Latina.
The brand was thrilled with the event turnout. Editors were not only engaged in-person, but also extremely engaged over social media, many tweeting pictures of themselves with the new Nutrilite products and the football players.