Icebreaker US Marketing Manager Molly King came up with the idea to ‘Bag Cotton’ at the company’s Portland Touch_Lab store in 2008. In 2009, she took the campaign to the streets of Manhattan.
From Oct. 5-12, Icebreaker began “Bagging Synthetics” — turning old synthetic T-shirts into reusable marathon shoe bags — in a store window near Union Square, inviting New Yorkers to bring their synthetic t-shirt into Paragon Sports’ flagship store on 18th and Broadway and have a live seamstress (sitting in the store window) turn it into a reusable running shoe bag for free.
Marathoners and aspiring marathoners received 26.2% (the length of a marathon) off their Icebreaker GT purchase and a free pair of Icebreaker socks (from October 5th to 12th). Synthetic tops make great plastic bags – but aren’t great to run in. They stink after a run, feel unnatural, and are made from oil.
Icebreaker merino apparel is the natural alternative to synthetics – it feels better, doesn’t hold odor, is better for the environment and is biodegradable. Because you can run in Icebreaker apparel for weeks without washing it, energy costs are reduced and less detergents are put into the environment.
Molly took her video camera with her to New York and provided us with videos and stills, which LWA PR made available to bloggers, trades and the traditional media. We also posted stories daily on Icebreaker’s Facebook page and YouTube channel and tweeted up the campaign.
The result was a ‘flock’ of coverage, a very fun campaign, great traffic to Paragon and brand sizzle for Icebreaker in New York. It’s a Wonderful Worldwide Web!