Alpha Showdown– a series of events that combine speed, power and endurance– launched in 2011 with 15 regional competitions and a national event. Custom posters were created, along with a fully integrated campaign that included banners, print, social media and digital executions.
Overall interest and participation far exceeded expectations. We went from zero to over 1,000 participants in our regional and national competitions, filling our events to overflow. And what began as an event became a brand in itself by the end of the year.