Wearable Branding

March 30th, 2009

Borsheims, an Omaha jewelry store known for its extensive selection, exemplary customer service and “Borsheims’ price,” was looking for a way to reach a broad audience to promote a variety of in-store events and special offerings.

The Qwest Center Omaha Arena is one of the premier venues in the Midwest. It seats up to 18,300 and has been the host to events such as Creighton University basketball, UNO hockey, the Rolling Stones, AC/DC, U2 and Kenny Chesney. Not only is it one of the “Top 20 Ticket Selling Arenas in the World” according to Pollstar Magazine, but upwards of 50% of attendees consume alcohol at these events.

In order to purchase alcohol, attendees are required to present ID and obtain a wristband. Our idea was to replace the generic neon colored wristbands with bands that had a Borsheims message printed on them. Borsheims signed a 2-year, 250,000 wristband contract with the Qwest Center.

So far, the wristbands have promoted their Swiss Watch Faire, a two-day event for high-end watch collectors, two holiday messages, and their Men’s Night held the week preceding Valentine’s Day. The last promotion included the offer of free pizza and beer, as well as a $10 off coupon,  thereby allowing Borsheims to track traffic directly from the wristband promotion.