McKinney, Durham Follow Update

  • 318 Blackwell Street
  • Durham, North Carolina 27701
  • United States
  • Phone: (+1) 919.313.0802
  • Fax: (+1) 919.313.0805

Mizuno - Running - "Mezamashii Run Project" - McKinney

  • Mezamashii Run Project
  • Mizuno - Running
  • Mizuno
  • McKinney
  • United States
  • Mezamashii Run Project
Product CategoryAthletic Footwear
Media TypeCase Study
Length145 Seconds
Awards WRAC Prize for Social Strategy, 2014 () for Footwear and Apparel
Effie Awards, 2013 (Silver) for David vs. Goliath
Effie Awards, 2013 (Silver) for Leisure Products & Services
Effie Awards, 2013 (Silver) for Influencers
Effie Awards, 2013 (Silver) for Small Budgets - Products
Effie Awards, 2013 (Silver) for Media Idea
WARC Social Strategy, 2013 (Gold) for Social Strategy
AAAA O'Toole Awards, 2013 (Finalist) for Mid-Size Agency
One Show Interactive Awards, 2013 (Merit) for Integrated Branding Campaign - 360
One Show Interactive Awards, 2013 (Merit) for Social Media: Communities/Microblogging
Group Creative Director Liz Paradise


Instead of spending a relatively small budget on traditional advertising, Mizuno paid to put their shoes where their mouth is. Through, they distributed 4,000 pairs of shoes over three months. It took just hours, however, for runners to talk about their “brilliant run” on Twitter, Facebook and blogs. A smattering of print and banner ads also helped spread the word.