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New Balance uses live omnichannel event to promote its latest running-shoe launch

Footwear manufacturer New Balance is partnering with Oregon-based Brandlive to produce a four-day series of online and in-store video events, all designed to promote the debut of the latest version of the company's 880 running shoe line to retail customers as well as retail store employees.

August 14, 2014

Footwear manufacturer New Balance is partnering with Oregon-based Brandlive to produce a four-day series of online and in-store video events — all designed to promote the debut of the latest version of the company's 880 running shoe line to retail customers as well as retail store employees.

The series will culminate on August 14 at 7:00 p.m. EDT, with a nationwide and in-store customer omnichannel event that will feature special sales demonstrations broadcast online and to approximately 50 running and sporting apparel retail stores across the U.S. In-store as well as online shoppers will connect via video kiosks or any standard Web browser to a video feed from New Balance's Boston headquarters. There, product experts will showcase the latest 880 features and be available to answer customer questions that are sent in via online messaging. The integrated video, chat, social feeds and e-commerce will be powered by Brandlive.

"Brandlive's online video and social platform gives our omnichannel marketing a powerful and consistent means of visually connecting with fans and customers, bridging the gap between in-store and online," said Tom Taylor, New Balance spokesperson, in a press release from Brandlive. "I can’t think of a better way for us to tell the fantastic story of the new 880."

Of course, New Balance retailers can add to the Brandlive omnicast with their own slate of events. Marathon Sports in Boston, for instance, is tacking on an additional hour of preliminary shoe try-ons, wear testing and red-carpet photos, plus a Fun Run and snacks following the broadcast.

New Balance also used the Brandlive platform August 11-13 to conduct training sessions for its field reps, acquainting them with new product specs and the brand message.

"We're extremely excited to see the way New Balance is using our platform to combine both in-store and online conversations into a single engaging event," said Fritz Brumder, CEO and co-founder of Brandlive. "We've been privileged to work with a who's-who of brands … but New Balance is adding a unique live retail component to leverage the best of both in-store and online."

The online product launch sales event can be accessed here.