Interactive ad: Mizuno USA: Mezamashii Run Project

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Instead of spending a relatively small budget on traditional advertising, Mizuno through McKinney paid to put their shoes where their mouth is. Through mezamashiirunproject.com, they distributed 4,000 pairs of shoes over three months. It took just hours, however, for runners to talk about their “brilliant run” on Twitter, Facebook and blogs. A smattering of print and banners ads also helped spread the word.