New Balance tomorrow will launch "mini red carpet events" at 50 specialty running stores to "show off a video experience that helps launch the new 880v4 athletic running shoe," according to Lauren Johnson of ADWEEK. Instead of "driving e-commerce sales, the events are meant to lure foot traffic because the 880v4 is only available at certain brick-and-mortar retailers." Shoppers at 7:00pm ET tomorrow will be able to "watch a live Q&A video powered" by Portland-based Brandlive "promoting the new shoe." During the live broadcast, two New Balance execs will "address questions and other related topics on the brand and the shoe’s selling points." Store employees will be "sent a link to New Balance’s microsite so that they can set up their own events, and 100 to 150 New Balance field reps went through training earlier this week so that they can field questions from shoppers." New Balance is "promoting the event on its website and via Facebook and Twitter, but the bulk of promotion leading up to the event will be done by the retailers’ email and social media efforts" (ADWEEK.com, 8/12).
