Inspired By ...
The North Face The Bible Experience
THE NORTH FACE INSPIRED BY MEDIA GROUP
Kyle Bowser Exec. Producer
DDB SEATTLE
John Livengood Exec. VP-Exec. Creative Dir.
Jason Stanfield Assoc. Creative Dir.-Art Dir.
Ray Page Assoc. Creative Dir.-Interactive
Matt Gilmore Copywriter
Phil Gillman Dir.-Interactive Production
Stacey Kryman Bus. Dir.
Jason Gingold Consumer Strategist
OMD SEATTLE
Michelle Estrada Media Strategist
FLUID INC.
Andrew Sirotnik Chief Experience Officer
Kent Deverell Prin.
ZONDERVAN MARKETING GROUP
Bill Oechsler Exec. VP-Mktg.
Brian Scharp VP-Bible Mktg.
Tom Dean Sr. Dir.- Bible Mktg.
Melinda Van Kirk Mktg. Mgr.
DEODANDUM
Phil Bandy Pres.
BTB COMMUNICATIONS
LAMBERT EDWARDS & ASSOCIATES
HANON McKENDRY
MARATHONS ARE...CUTE
In 2006, The North Face, a brand not known for footwear, set out
to gain distribution for a new line of endurance shoes. With Dean
Karnazes, poster boy for endurance running, the brand created
a historic expedition to demonstrate the boundaries of human
endurance, The North Face Endurance 50. The implausible and
never-before-attempted, jaw-dropping 50 marathons in 50 states
in 50 consecutive days helped propel The North Face’s endurance business by 208% between 2006 and 2008, an 832% increase
over goal.
The launch of a first-of-its-kind audio Bible, Inspired By … The Bible
Experience, required a unique partnership with Hollywood producers and A-level talent. Historically, the audio Bible category has
been a narrow niche where even the best-selling product hits only
60,000 in annual sales. Through these integrated marketing efforts,
Inspired By ... The Bible Experience sold a record-setting quarter-million units in just four months, totally redefining how consumers,
retailers and publishers view the category.
