YES, Inc. Role
In 2004 and 2005 Novartis Pharmaceuticals Corporation retained the services of YES, Inc. to negotiate, manage and execute the Lamisil Tablets sponsorship of the Danskin Woman's Triathalon series as well as many other well known marathons and running events across the United States.
As part of the 2004 program, YES managed and implemented twenty in-store events at The Sports Authority in ten cities. Local podiatrists were hired to conduct complimentary foot exams in each of the stores. YES coordinated with each store manager and the podiatrist to execute the program.
Based on the enormous success of the 2004 program, YES was retained to negotiate, manage and execute an expanded 2005 Lamisil Tablets sponsorship program targeting fifteen marathon, sprint triathlons and other running events throughout the United States. The program was built around the well known Digger the Dermatophte character and was call ãHIT THE ROAD DIGGERä.
The goal of the program was to build awareness of Lamisil Tablets and get individuals who are active in the sport of running to be aware of the potential problems with toenail fungus and to be proactive and consult with their local podiatrist.
In addition to branding via sponsorship and managing the entire program, YES conducted foot screenings with podiatrists hired in each of the markets at all Expo and post event festivals.
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