Mizuno sports equipment – revered by top athletes – had not been embraced by amateurs. Two design efforts helped bridge the gap. The online “Swing to Win” contest encouraged retail visits and fittings for their JPX-800 iron. The online and on-site “Brilliant Run” campaign capitalized on Mizuno’s technical engineering at the NYC Marathon. Both successful programs earned 70,000+ site visits each and had thousands talking on social media.