Instead of spending a relatively small budget on traditional advertising, Mizuno paid to put their shoes where their mouth is. Through mezamashiirunproject.com, they distributed 2,600 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. The campaign won five Effie Awards in 2013, and Mizuno was named North America’s No. 1 brand by Effie Worldwide and WARC as a result.