The history of one of the world’s largest sneaker and streetwear retailers SNIPES dates back 1998 with the opening of the very first store in the city of Essen, Germany.

Since then, and the last major expansion to the United States in 2019, the number of their shops has continued to grow, and the company now runs more than 400 stores in 10 markets.

What’s more, the company name became equivalent to driving forward and shaping the streetwear culture by launching key product partnerships with popular figures like Wiz Khalifa, Snoop Dogg, Rick Ross.

The Challenge

Ahead of the release of the new „Space Jam: A New Legacy” movie, the team of the fastest growing sports shoes and apparel retail outlet had to prepare in an engaging and captivating way. They’ve collaborated with “Space Jam” to bring about a collection specifically dedicated to the most devoted fans.

However, they needed to go the extra mile and make the launch of the campaign feel different and special enough to match the energy and hype of the Space Jam fans.

The Team needed a dedicated platform that’s on one hand easily accessible and at the same time able to provide them with an effective way to manage the global European release screening of the new movie „Space Jam: A New Legacy". 

The Solution

The SNIPES team coordinated the launch of the new Space Jam collection to happen on the same date as the official European movie premiere in the Kulturbrauerei Kino in Berlin.

The event was an exclusive invite-only one with a limited capacity. The main goal of the event was to increase visibility across the market and spark interest among their target audience and drive higher brand awareness. The message was clear and inspired by Bugs Bunny and the rest of the Space Jam team players.  

SNIPES used Sweap’s comprehensive event management platform to create a dedicated communication campaign with a registration page, email invites, reminders, and on-site entry QR check-in for the exclusive movie release screening in Germany.   

The Results

With a massive participant rate of over 90% of the invited guests, the event turned out to be a huge success for the Space Jam collection release campaign.

All the guests attending the event shared their positive feedback for the ease of use and the smooth registration and check-in process before and during the event.

SNIPES were not only able to reach their campaign goals but also had only 15 event declines, which made Sweap their preferred event management tool for better overview and participation forecast for upcoming events.  

Using Sweap, we were able to send professional event communication emails and make great use of the guest management feature.

We delighted our exclusive event attendees with the quick and easy process of registering and checking in on site for the movie premiere.

What’s more, our conversion rate was above expected with more 90% of the people who accepted the invitation turned out for the event.

Yutian Zou,

Article by Paulina Gueorguieva
Product Marketing @ Sweap