Escape from Alcatraz Event Branding
F.W. Olin Graduate School of Business
Capitalize on Babson’s sponsorship of the Escape from Alcatraz triathlon and Babson Corporate Challenge to drive awareness of Babson and our MBA program in San Francisco. We also sought to build pride among alumni by partnering with relevant alumni businesses for event elements and including local alumni in event-related activities.
Partnering with NatureBox™, an all-natural snack food delivery service started by two Babson alumni, we offered our athletes and VIPs gift bags of snacks with race-themed messaging, as well as a link back to our site where they could read the NatureBox story. We also created in-event signage, branded race gear, branded T-shirts for Babson athletes to wear, and an event recap page. On race weekend, we set up a booth for NatureBox to promote their products, held a pre-race dinner for athletes and alumni, and posted live updates on social media on race day.
Our brand message was front and center for the more than 20,000 spectators who attend this event each year, in addition to digital promotion of Babson through Escape’s social channels. Escape from Alcatraz also joined in promoting Babson’s involvement by linking to a story on our website about athletes and entrepreneurs, which resulted in more than 250 site visits in one day. NatureBox, in a very successful first sampling event for the brand, moved 500 pounds of snacks during the course of the weekend.